Joshua Perez
I’m a Creative Director who builds brands around what makes them worth caring about.
My approach begins with people: uncovering the ideas, stories, and experiences that make a brand distinct, then translating them into creative direction, campaigns, content, and experiences that move the business forward.
I bring more than a career in marketing and creative to the work. A life shaped by adventure, the outdoors, fitness and wellness, hospitality, and an appreciation for luxury has given me a particular point of view on the brands I help build. I understand the difference between something that simply looks good and something that makes people want to be part of it.
Professional Background
My career has been shaped by brands that live at the intersection of adventure, culture, design, and experience. I’ve held in-house creative and marketing roles with Rab, Magpul, Foreign Rider, and Urban Villages / Populus Hotels
My freelance work has given me the opportunity to create for brands including Toyota, YETI, Uber, Suunto, Wrangler, Stetson, Huckberry, Filson, Smartwool, OtterBox, and National Geographic
Entrepreneurial Milestones —
Along the way, I’ve co-founded and successfully exited two businesses, Pedro & Tailor (lifestyle apparel) and Sett (creative agency).
Scroll down to explore my entrepreneurial work and discover how I approach brand transformation.
In 2020, my co-founder Levi Tijerina and I launched Pedro and Tailor—a men’s lifestyle brand rooted in the spirit of redefining luxury by honoring where we come from. In just 18 months, we transformed an idea into a thriving business that caught the eye of Rove Companies, who acquired the brand on June 1, 2021.
While much of the world was paused in 2020, we moved quickly and nimbly, accomplishing what many large companies couldn’t: adapting, producing, and reaching consumers directly. We designed and manufactured apparel and accessories that resonated, distributing through our own channels and Huckberry. Just five months after launch, our marketing and visuals garnered attention from Men’s Journal.
This experience allowed me to deepen my expertise in key areas: brand positioning and naming, sales and team building, campaign and exit strategy, press and social media, influencer collaboration, product development, and brand photography. Building and selling Pedro and Tailor has equipped me with first-hand knowledge and insights that I now bring to clients, helping them craft and execute strategic brand and growth plans with a foundation in experience-tested principles.
As co-founder of Sett, I helped grow the agency from a concept into a full-service creative studio, delivering impactful campaigns for clients across diverse industries. Our success with one key client, Pardon, led to an acqui-hire opportunity in 2021, allowing us to transition into an acquisition model that strategically aligned our skillset with their larger organization.
At Sett, I developed invaluable skills in navigating complex, bureaucratic environments, often representing multiple stakeholders and embedding our team within the frameworks of established companies. This experience sharpened my ability to handle fast-changing priorities and scale projects effectively within varied budgets, balancing client needs with creative integrity. From campaign ideation to execution, I learned to adapt swiftly, managing resources and aligning expectations to ensure outcomes that moved the needle for our clients.
My journey with Sett allowed me to refine critical skills in client management, stakeholder communication, and adaptability, insights that I now bring to my consulting practice to help clients thrive even in the most dynamic settings.
