A conceptual word artist and graphic designer who uses text-based imagery to produce visual play on words and their meaning. He was born in Racine, Wisconsin and is of Mexican American descent. He received his AAS degree in Commercial Art at Milwaukee Area Technical College (1979–81) and then went onto Parsons School of Design in New York City for his BFA in Communication Design (1981–85). 

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"I am increasingly thinking of creative ways to play a constructive and redemptive role through my work, becoming a catalyst for positive change in my community and beyond. Ultimately, I want to reach out and invite people to participate in the mystery, the wonder and sense of discovery of using words and images that will compel them towards truth and beauty."