Creativity in any medium

Years ago, while serving as a missionary in the Middle East, I started signing some of my correspondence with my name spelled backward, as though I were some kind of covert agent. It was just for fun, but the nickname stuck.

When I came back to the States, that name became my first real business: SIRRÖD—Visual Ingenuity. The idea behind it has always been simple: creativity in any medium.

Over the years, that has taken me in a lot of different directions. I've designed nose-cone artwork for a startup airline, created large-scale murals on the sides of buildings, produced a 70-foot-long history of Dodge for the London Auto Show, designed book covers, and even designed cookies.

The medium has never mattered as much as the challenge of taking an idea and figuring out how to make it real.

My latest venture is into 3D modeling and 3D printing. It feels a little like a superpower to think of something, sit down at my computer and model it, send it to a printer, and then hold the finished object in my hand. That has opened up a whole new area for SIRRÖD — I'm now designing and producing physical products in my own 3D-printing studio and shop.

I don't expect SIRRÖD to fit neatly into one product category. I want the freedom to make things that interest me, solve a problem, communicate an idea, bring some joy, or simply seem worth making.