ABOUT
TONYROCHESTER
Nature and being outdoors is my sanctuary, and there’s nothing more invigorating than immersing myself in it. Whether I’m out camping, rafting, hiking, skiing/boarding, fly-fishing or other outdoor activities that require my complete presence, I always feel renewed and energized by the experience. There’s a certain enchantment to being surrounded by the beauty of the natural world, and I’m grateful for every opportunity I have to connect with it. While I always seek epic adventures, I try not to forget how to find adventure in a simple smile.
Sharply contrasting my love of the outdoors is my passion for technology, which goes hand in hand with being a designer, leading teams, and communicating effectively. My balanced life in the city is inspirational, thought-provoking, and challenges me to create designs that resonate with many target audiences and intended demographics. I am young enough to be fully entrenched with applications, software, and hardware that work on the cutting edge of design and technology. Yet old enough to know how to draw, build and construct things with my hands in its absence. A modern-day Renaissance man.
I learn by doing. I would rather fail by trying – than be told: "it can't be done." My wife keeps me grounded, and my kids keep me present. I have spent my entire career getting to the point that I am at right now...
IN OTHERS' WORDS
Wade Martin
Co-President
POWDR Corp.
“I had the pleasure of working with Tony for the last 5+ years in his role as Creative Director for POWDR. Tony is an incredibly gifted and talented creative designer with the rare ability to work across multiple mediums.
Tony’s role was new to our company and he led development of the creative function and how it could be leveraged across our portfolio of businesses.
He had the greatest impact on our business designing physical and experiential spaces that have many associated touch points (marketing, retail, content, etc) and Tony has a unique understanding of how all of those pieces work together to drive business. Tony is a terrific team player and has a ‘get it done’ mentality that I really admire.”
Steve Metcalf
VP Partnerships
POWDR Corp.
“Tony’s a rare creative visionary in that he can transform literally any space – be it a page, a photo, a room, a restaurant, a street or a large-scale outdoor wilderness event – into a compelling version of experiential magic. Amazing to work with, fun to be around – check, check, check.
But what’s most remarkable about Tony’s work is that it typically moves well beyond simply an inspired execution into an ethereal realm far beyond ideation and creativity.
The end result being that working alongside Tony, bearing witness to his craft, makes you immensely proud (and successful) as a team member as well as keenly aware that he is absolutely gifted — creatively and intellectually.”
Mietra Beyer
SVP Experiential
POWDR Corp.
“Tony is a one of a kind Creative Director. He is a strong collaborator, total team player and exceptional brand advocate. After working with Tony for over five years, I was constantly impressed with his concepting, ideating, design and overall commitment to creating exceptional experiences for customers and guests.
He is a trusted partner in understanding the customer and crafting visual and experiential wow moments for them that elevated our portfolio of brands at every touch point.
Get him on your team, you will be forever thankful!”
Jenna Velardi
VP Events
Human Movement
“Tony is a true chameleon in the creative world as he has proven to acclimate to any type of project and deliver a successful brand vision. Tony has a unique eye for the outdoor industry as he lives and breathes this lifestyle.
His leadership skills are top notch and he is a patient and knowledgable teacher.
His versatile past experience and successes are what makes Tony an irreplaceable and invaluable asset.”
my design ethos
These are the aspirational principles I believe in, design with, and how I chose to lead teams I am involved with.
It's fair to say that this ethos will always be evolving as I continue to grow with my career and life experiences continue to shape who I am. However, these ten bullets are the guiding light that helps me formulate decisions based on project challenges, goals and objectives. They are also rough guidelines holding me personally accountable for what I believe in. I don't expect everyone to understand them or even agree with them, but that uniqueness is what makes them mine.
LEARN.
The world is ever-changing, as is design and the technologies that cultivate its creation. Never stop learning and sharing those findings.
INNOVATE.
Having the vision from overhead is much better than reacting in the shadows of the reflection below.
QUESTION.
Just because something has been done a zillion times doesn’t mean it’s right. Innovation comes from exploring options that have yet to be discovered.
IDEATE.
Creativity comes from free thought and collaboration. Design is the byproduct of its refinement.
CRAFT.
Encompasses driving a project as far as it can conceivably be taken. Never declaring that it is good enough or making excuses for shortcomings.
EMPATHIZE.
An extraordinary power we have as humans, channel, intensify, and create a more robust design with a point of view for the better.
TEAM.
Capitalize on your strengths and acknowledge your opportunities for improvement. The power of a team lies in its ability to serve one another for the benefit of the greater good.
LEAD.
We are only as strong as our latest actions. Clients and teams want to work with creative problem solvers, not blame-shifters. Never stop being qualified for your position.
GROW.
Never stop aspiring to be the person and direction you want to reach tomorrow. The path is rarely straight, but the momentum is always forward.