From Metal to Meaning: Why a Sculptor, Restaurateur, and MFA Is the Person You Want Building Your Brand

I’m back.

Not just back in my studio, but back in the town where it all started. I left Portsmouth in 2007 with a car full of dreams and a singular focus: to learn how to build things that last. Nineteen years, a metalworking career in New York City, a world-class restaurant in Keene, and a Master of Fine Arts later, I’ve returned to the seacoast.

But I’m not the same person who left. And Black Rabbit Creative isn’t just another design agency.

When people ask why they should choose me to build their brand identity, they expect to hear about my software proficiency or my color theory expertise. Sure, I have those: along with a 4.0 GPA from my MFA program: but those aren’t the reasons I’m the right person for your business.

The real reason is that I know what it’s like to have skin in the game. I’ve lived the brand journey from every possible angle: from the physical fabrication of an artist's vision to the grueling, beautiful reality of keeping a brick-and-mortar business alive through a global pandemic.

The Physicality of Brand: From MECA to NYC

My journey began with sculpture at the Maine College of Art (MECA). There, I didn't just learn "design." I learned how to manipulate matter. I learned that if you don't respect the structural integrity of your material, the whole thing falls apart.

This took me to NYC, where I worked as a metalworker for various artists. I spent my days welding, grinding, and fabricating. It was high-stakes, hands-on craft. There is no "undo" button when you’re working with molten metal. You have to be precise. You have to be intentional. You have to understand how every joint and weld contributes to the strength of the whole.

This is exactly how I approach brand design today. A logo isn’t just a pretty picture; it’s the structural foundation of your business. If the "welds" between your strategy, your visuals, and your voice are weak, the brand won't hold up under the weight of the market.

I don't just "make" things. I build them to last.

The Lived Experience: Building Machina Arts

In 2013, I co-founded Machina Arts in Keene. We weren't just a collective; we were an experiment in community building. We brought interactive art to non-traditional spaces, proving that design and culture belong where people actually live, work, and eat.

In 2015, we designed The Hive coworking space at the Hannah Grimes Center. It was an incubator for ideas, and I was right there in the thick of it, watching founders struggle, scale, and succeed. It gave me a front-row seat to the common pitfalls businesses face when they haven't clarified their identity.

But the real "PhD in Branding" came in 2019 when we launched Machina Kitchen & ArtBar.

It was more than a restaurant. It was an award-winning farm-to-table kitchen, a cocktail bar, a live venue, and an art gallery. I wasn't just the designer; I was the owner. I was the one who had to make sure the brand promised an experience that the service actually delivered.

When COVID hit, the brand was the only thing that kept us alive. It wasn't the food (though the food was great); it was the community’s trust in our identity. We survived because we had built a brand that felt human.

When I talk to you about your packaging design or your brand strategy, I’m not talking from a textbook. I’m talking from the experience of someone who has had to make payroll, pivot a business model overnight, and maintain a consistent visual identity through the most chaotic times imaginable.

I know your brand isn't just a file on a computer. It’s your livelihood.

Strategy Meets Craft: The MFA Era

While running the restaurant, I knew I wanted to bridge the gap between my physical craft and digital strategy. I enrolled in the MFA program for Media Design at Full Sail University.

It was an intense period of growth. I deep-dived into the why behind design. Why does a specific typeface evoke trust? How does color psychology influence a purchase decision on a shelf? I graduated with a 4.0 GPA, but more importantly, I graduated with a sharpened set of tools that allow me to translate a founder's vision into a strategic powerhouse.

This is where the "Meaningful Minimalism" of Black Rabbit Creative was truly born. I realized that most brands are too loud. They’re cluttered. They’re trying too hard.

My background in sculpture taught me to strip away the excess until only the essence remains. My background in the restaurant industry taught me to make that essence relatable and welcoming. And my MFA taught me how to make it strategically undeniable.

Why Portsmouth? Why Now?

Returning to Portsmouth is a homecoming in every sense. This city is built on a foundation of craft, history, and a relentless drive for quality. That’s the energy I’m bringing back to Black Rabbit Creative.

While I’m now physically based in New Hampshire, my studio is: and always has been: fully remote. Whether you’re a startup in London, a farm-to-table outfit in Vermont, or a tech firm in New York, I work where you are. The move doesn't change the work; it just gives me a better view while I do it.

At Black Rabbit, we specialize in:

• Brand Strategy & Identity: Building systems, not just logos.

• Packaging Design: Ensuring your product wins the battle for the shelf.

• Founder Education: Helping you understand the "why" so you can lead with confidence.

Everything we do follows our non-negotiable aesthetic: high-contrast black and white, with that singular, intentional punch of Deep Violet (#5B3FD6). It’s a visual representation of our philosophy: bold, clear, and focused.

Takeaways for Your Brand (What My Journey Means for You)

I promised no "lessons," so instead, let's look at the specific insights my circuitous path provides for your business. When you hire a designer, you aren't just paying for their time; you're paying for their perspective. Here is mine:

1. Structural Integrity Over Trends

In the welding shop, if a weld is "cold," the structure will eventually fail. In branding, if your identity is built solely on current aesthetic trends, it will eventually feel dated and weak. My background in sculpture means I build brands with a focus on longevity. We look for the "welds": the connection points between your mission and your market: that will hold up for a decade, not just a fiscal quarter.

2. Branding is a Hospitality Act

Running Machina Kitchen & ArtBar taught me that branding is an act of service. Your brand isn't about you; it's about how you make your customers feel. Every touchpoint: from the business card to the way a package feels in their hands: is a chance to say, "You are welcome here, and we've been expecting you." I bring this "hospitality mindset" to every project, ensuring your brand is as functional and welcoming as a well-run dining room.

3. The Power of the Pivot

Survival in the restaurant industry requires resilience. When the world changed in 2020, we didn't just close our doors; we found new ways to connect. I bring that same grit to my design work. I’m not precious about "art" for art’s sake. I’m interested in what works. If a strategy isn't landing, we don't force it: we refine, we pivot, and we find the path that actually leads to growth.

4. Precision is Non-Negotiable

You don't get a 4.0 in an MFA program by doing "just enough." You get it by obsessing over the details. At Black Rabbit Creative, that obsession translates to pixel-perfect packaging files and brand guidelines so clear that anyone on your team can follow them. We don't leave things to chance.

What’s Next?

I’m back in Portsmouth, watching the tide come in and the sun set over the bridge. I’m energized, I’m focused, and I’m ready to help you build something meaningful.

If you’re a founder who values craft, understands the importance of resilience, and wants a brand that stands out with intentional, minimalist power, let’s talk. Whether we’re collaborating on a logo design or a full-scale packaging system, the goal remains the same: to create work that is felt.

The rabbit is out of the hat. Let’s get to work.

Work with Danya

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Meaningful Minimalism: The Black Rabbit AestheticAt Black Rabbit Creative, we believe in the power of the "color pop." Our signature use of Deep Violet (#5B3FD6) against a high-contrast monochrome backdrop isn't just a style: it's a philosophy of focus. In a world of noise, we choose to be the signal.