Though in Texas branding has at least two meanings, in design it tends to mean the creation of a clear and strong identity. Growing up in Corpus Christi Billy was involved with fine arts programs, creative writing and a classical music education that led to symphony membership playing the oboe. Unsure of his brand, to say the least, he was introduced to the world of a design education by a friend at the University of Texas and he never looked back. Leaving Texas like the other founding partners, he headed for New York and Philadelphia, joining Friday Architects there and working on his first retail project, a new shopping center for The Rouse Company. Retail design for him became a fascinating blend of architecture, interiors, graphic design and brand identity creation that has propelled his leadership in that area of the firm’s practice. Billy led the design team for General Growth Properties’ The Shops at La Cantera and has worked with other developers and retailers, including Neiman Marcus. Other brand identity exercises have filtered into unexpected areas of his practice as well, including the design of a new, approachable, and successful image development for the Humane Society of San Antonio and Bexar County.