About Alex

Alex is an accomplished and versatile executive with a strong background in brand transformation and driving business growth. With a passion for tackling significant challenges and a unique ability to bridge the gap between business leaders and artists, Alex has played a pivotal role in developing strategic identities, sustainable brands, and moving experiences for numerous culture-shaping organizations. His strategic thinking, design expertise, and firsthand entrepreneurial experience have consistently helped global Fortune 100 companies and emerging non-profits achieve impactful results.

Most recently, as the Chief Creative Officer of Trollbäck+Company, a renowned branding and design studio, Alex led a talented team of cross-disciplinary designers, strategists, and producers. Under his guidance, Trollbäck+Company successfully crafted brand strategies, cross-platform visual and motion identities, design systems, and campaigns for a diverse portfolio of clients. Notable clients included Apple, ABC, Amazon, AMC, Audible, Betterment, CBRE, Disney, FOX Entertainment, FX, IMAX, Marriott, The Museum of the City of New York, NFL, Porsche, Sesame Street, Sesame Workshop, SketchUp, Williams Sonoma, and Warner Bros Discovery.

Alex is highly regarded for his commitment to nurturing talent and building collaborative teams. His exceptional contributions have earned him recognition, including being named one of Graphic Design USA’s "People To Watch" in 2019. He frequently shares his insights on design, business, technology, and the arts through thought leadership contributions to respected publications such as Fast Company and The New York Times.

Prior to his current role, Alex held several leadership positions where he honed his expertise in brand strategy, marketing, and creative direction. Notably, he served as the Senior Creative Director at VICE Media, where he played a key role in launching Live Nation TV, a digital content vertical. He also held the position of Executive Creative Director at Eyeball (now ModOp), a digital agency. As an early pioneer of sonic branding, Alex co-founded Expansion Team, a music agency and record label, which was talent-acquired by Eyeball in 2012. Over the span of a decade, he established sonic identities for prominent brands such as Aetna, Amazon Studios/Originals, JetBlue, and numerous TV networks, including PBS and CNN International.

Alex’s journey began as a cinematographer and music video director, while also traveling the world as a DJ. He has produced albums for both himself and others, composed music for film and television, and has been featured as a musical artist in publications such as Billboard, VMAN, XLR8R, and Electronic Musician.

Alex lives in Brooklyn, NY, with his partner, visual artist Tatiana Arocha, and their teenager. Outside of work, he continues to express his creativity by composing music and DJing. Additionally, he co-founded The Museum of Music and Entertainment in NYC (MOMENT NYC), a 501c3 non-profit museum and music education initiative, where he serves as the President and Board Member.