Life and work, year by year.
2025
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Position
Chair, Fairfax Bicycle & Pedestrian Advisory Committee
Chairs the committee that advises the Town of Fairfax on policies and projects for safer, healthier walking and bicycling, from infrastructure improvements to resident engagement.
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Venture
All The New
Consulting and research on AI and emerging technology for founders and growing companies. Today's chapter of Joey's work.
2020
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Position
Co-director, Spring Faire and Walk & Roll, elementary school PTA
Co-directed the school's largest event (the Spring Faire) and its Walk & Roll program; PTA fundraising grew from $30,000 to $70,000 a year and more than half of students walked or biked to school. Rebuilt the PTA's IT systems and website.
- Fundraising
- $30,000 to $70,000 a year
- Walking or biking to school
- more than 50% of students
2016
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Position
Humboldt’s Finest
Brand development, sustainable packaging, website design and event marketing for a premium cannabis brand; produced and directed a series of video commercials featuring Humboldt farmers; consulted on a processing and packaging facility.
2014
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Venture
DailyNutra
Herbal supplement company built on standardized extracts, organic ingredients and recyclable packaging. Founded by Joey in 2014; in 2017 he was joined by co-founder and business partner Dean Halpern, who led operations and logistics. Grew into an Amazon top seller over ten years, then sold in 2024 to a natural foods brand aggregator. The brand continues to sell today.
- Revenue
- $10M+
- Products
- 20+
- Amazon
- top seller in several supplement categories
- Exit
- 2024, sold to a natural foods brand aggregator
2013
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Talk
Social Media Marketing for the Wine Industry (Handley Cellars)
Workshop for a winery team on social media marketing: storytelling, getting people to talk about the brand, wine marketing strategies, industry case studies and network-specific tactics.
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Talk
Social Media Marketing for the Wine Industry (Silicon Valley Business Journal)
How wine brands can use social media to build direct relationships with the people who drink their wine: storytelling, getting people to talk about the brand, marketing strategies, industry case studies and network-specific tactics.
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Press piece
Twitter handle @SocialVenture in the top 50 of social enterprise
Joey's Twitter account was listed among the 50 most connected in social enterprise (research by Tweetminster).
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Talk
Social Media Marketing for the Wine Industry (Sonoma State University)
The same wine-industry social media material delivered to the Wine Intensive Executive MBA: an overview and best practices, wine industry case studies and resources, and specific tools.
2012
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Talk
Personal Branding Through Social Media
How to build a personal brand with social media: what personal branding is, discovering and telling your story, and creating and maintaining your brand, with advanced sections.
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Talk
Sustainable Work: Stay Sane, Increase Productivity and Live Longer in the Communication Age
Workshop on staying sane and productive in the communication age: the health dangers of sedentary, screen-heavy work and multitasking, with practices for the mind and for the body.
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Talk
MBA in Social Media
How to run a start-up or small business on social media technology: internet trends, then applications to operations, marketing and finance, what comes next, and discussion.
2011
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Talk
Occupy the Internet
How the Occupy movement started, grew and sustained itself online: hashtags, websites, livestreams, crowd-funded ads and newspapers, video and infographics.
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Talk
Communicating Sustainability Using Social Media
Webinar on communicating sustainability with social media: internet and social platform trends, why transparency and authenticity suit sustainable business, and how to avoid greenwashing.
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Talk
Social Media for Social Good (EcoFair Marin)
Ten ways social media can serve social good: education, democracy, love, money, disaster response, mobility, local news, citizen science, local food and farming.
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Talk
Social Media for Sustainable Enterprise
Workshop on social media as the tipping point for sustainable enterprise: internet trends, then applications to operations, marketing and finance, what comes next, and questions.
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Talk
How the Internet Is Redesigning Business (USGBC Redwood Empire Chapter)
Internet trends and what they mean for operations, marketing and finance, drawn from an MBA in digital media curriculum, followed by what comes next and discussion.
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Talk
Social Good Media: How to Leverage Social Media for Social Good
Guest lecture in a Green and Social Marketing course on social media for social good: social media trends, a revolution in education, and examples of social good media.
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Talk
Social Media for Green Careers
How to use social media to advance a sustainability career: growth in green jobs, a personal brand, profile tips for LinkedIn, Facebook and Twitter, and documenting your work online.
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Talk
Sustainable Media: How Social Media Is the Ultimate Sustainability Technology
How the internet supports sustainability in operations, marketing and finance: cloud working, video conferencing, crowd sourcing, radical transparency in marketing, microfinance and group buying.
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Talk
How the Internet Is Redesigning Business
Internet trends and what they mean for operations, marketing and finance, presented as the basis for an MBA in digital media curriculum, followed by what comes next and discussion.
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Talk
Social Media for Local Government
Short presentation to Marin County government on social media for local government: usage trends, the new marketing landscape, open government and data, and best practices.
2010
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Talk
Social Media for Sustainable Business (Short Format)
Short-format talk on social media for sustainable business: usage trends, the new marketing landscape and updated applications, including measuring social media impact.
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Talk
Leveraging Social Media for Sustainable Business (Greentelligence teleseminar)
Teleseminar on how social media principles align with sustainable business: transparency, cooperation, localization and networks, and how social media is changing media.
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Talk
Social Media for Sustainable Business (Presidio MBA, Fall 2010 refresh)
Updated Presidio MBA session on social media for sustainable business with a larger applications section: mobile check-ins, group buying, crowdfunding, social ads and micropayments.
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Press piece
Joey Shepp interviewed by Cohn & Wolfe at Sustainable Brands 2010
Conference interview on brand leadership and transparency.
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Talk
Advice From the Experts on Social Media Engagement (Sustainable Brands ’10)
Panel on social media as a change agent with Triple Pundit and Justmeans: the ecosystem of communities, news and brands, case studies, social media disasters and practical advice, with live Twitter questions.
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Press piece
GreenSmith Sessions: interview with Joey Shepp of Earthsite
First guest on a podcast-style series about technology and green business.
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Talk
The Social Currency of Social Media (LOHAS Forum 2010)
Why social media is worth more than its direct sales: measuring return, engagement as social currency, and case studies on brand value, leads, customer support and crowd-sourced innovation.
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Press piece
What’s the Social Currency of Social Media?
TriplePundit write-up of Joey's LOHAS Forum talk on engagement as social currency.
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Talk
Social Media for Social Good (Green Festival Chicago)
How social networks, blogs and online video are changing society, from children, health and love to citizenship, privacy, local life and peace, with stories on microlending, citizen journalism and corporate accountability.
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Talk
Socially Responsible Media
Workshop on social media marketing for sustainable enterprises: principles, policy and ethics, crowd-sourced CSR, and a step-by-step plan from strategy and account setup to network building, content, ads and analytics.
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Talk
Social Media Rules (SocialBiz 2010)
Talk on the rules that come with social media's power: listening first, community not consumers, brand monitoring, FTC disclosure, social media policy and ethics, and measuring return.
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Talk
Open Brands (North Bay Growth and Innovation Forum roundtable)
Roundtable talk on open brands and radical transparency, covering FTC endorsement guidelines, company social media policy, measuring return and case studies, with a companion deck on content, Facebook and Twitter management.
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Talk
Social Media for Sustainable Business
Overview of social media for sustainable business: trends, ten principles, why sustainable business suits transparency, stories such as the Green Festival's year-round use of social media, and how-to steps.
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Talk
Social Media for Social Good (Green Festival San Francisco)
How social media is changing society, from children, health and love to citizenship, privacy, local life and peace, and how people shape technology as it shapes them.
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Talk
Social Media for Internal Company Communications
How companies use social media inside the workplace for employee engagement, team collaboration and remote training: ten principles, case studies such as Deloitte, tools and adoption.
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Talk
Social Media for Sustainable Business (Presidio MBA, Spring 2010)
Presidio MBA class session on social media for sustainable business: trends, ten principles, why sustainable business suits transparency, stories and how-to steps.
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Talk
Exploring the World of Business Networking (Dominican University panel)
Class panel on business networking: panelists shared how networking shaped their careers, then answered student questions on approaching contacts, following up, and using LinkedIn and Facebook.
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Talk
Social Media 101 (Sonoma Mountain Business Cluster)
Seminar on social media for sustainable business: trends, ten principles, and stories such as the Green Festival's year-round use of social media, ending with how-to steps.
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Talk
Web Design and Development
Introduction to building a website: types and objectives of sites, the development process from discovery to maintenance, hosting and analytics, ways to pay and find a developer, and content management systems.
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Talk
Open Brands: How Social Media Is Pushing Radical Transparency on Brand Management
Social media and radical transparency in brand management: who controls a brand, FTC endorsement guidelines, company social media policy, measuring return, and case studies including The North Face and drugstore.com.
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Position
Green MBA Program Director, Dominican University of California
Directed the Green MBA: shaped the curriculum, recruited and admitted students, managed faculty and operations, and brought enrollment to capacity.
2009
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Talk
Social Media for Green Business (Green Wine Summit panel)
Panel on green communications as media and green practices both shift. The deck covered social media trends, why transparency suits green businesses, and how social media differs from older marketing.
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Talk
Social Media for Sustainable Business (Presidio MBA video)
Presidio MBA session on social media for sustainable business: trends, ten principles, stories and how-to steps.
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Talk
Social Media for Sustainability (San Francisco Green Festival 2009)
Social media as the tipping point for a sustainability revolution: trends and the 350.org day of action as an example, with stories on microlending, localization, citizen journalism and corporate accountability.
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Talk
Social Media for Sustainable Business (Green America Green Business Conference)
Social media trends, ten principles and stories for sustainable business, including the Green Festival's year-round use of social media, with questions taken on Twitter.
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Talk
Going Green Makes Business Cents
Community workshop for business owners on saving money by going green: energy efficiency, waste and water, with case studies of small businesses that cut costs.
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Press piece
Interview with Michael Leifer, InfluenceXchange
Video interview with Joey.
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Talk
Sustainable Social Media (Bioneers panel)
Panel remarks on social media as a tipping point for sustainability, built on six ideas: radical transparency, many-to-many communication, reputation and accountability, collective wisdom, real-time collaboration and hyper-localization.
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Talk
The Green Workplace
Workshop on a greener workplace: e-waste and energy waste, energy-efficient lighting and computing, the paperless office and a human resources approach to green initiatives.
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Talk
The Open Brand: Beyond Greenwashing (Green America webinar)
Webinar on moving beyond greenwashing: the seven sins of greenwashing, how social media shifts control of a brand to the community, and case studies of campaigns that worked and failed.
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Press piece
Solar Living Institute Keeps Its Eye on the Prize (mentions Joey’s keynote)
Examiner write-up of the Solar Living Institute's Green Careers conference at UCLA, noting Joey's session on why Twitter is useful for business.
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Talk
Social Media Marketing 101 Workshop (Earthsite)
Beginning-to-intermediate hands-on workshop on social media marketing for business: key concepts, listening first, the skills and budgets needed, then setting up and maintaining LinkedIn, Facebook and Twitter.
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Talk
Green Careers Conference LA: Closing Keynote
Closing keynote on using social media to build a personal brand and land a green job: profiles on LinkedIn, Facebook and Twitter, and telling a cohesive career story. A bonus session looked at what green jobs look like.
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Talk
Speaker at the 6th Northbay Growth & Innovation Forum
Customer-powered marketing for small and mid-sized businesses: social media trends, concepts, case studies and how-to steps.
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Talk
The Open Brand: Beyond Greenwashing (Sustainable Enterprise Conference 2009)
Sustainability messaging in a world of radical transparency: greenwashing failures and the seven sins, social media as a shift in who controls a brand, and how to respond.
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Press piece
Amy Hale interviews Joey Shepp, Green Festivals TV
On-camera interview at Green Festival about new media and digital transparency.
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Talk
Green Search Engine Panel at AltSearchEngines Day
Panel on green search at the second annual AltSearchEngines Day conference in San Francisco.
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Talk
Online Tools for the Future of Filmmaking
Workshop on online tools for filmmakers: script writing, raising money, casting, location scouting, equipment, editing, stock footage and distribution.
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Talk
The Open Brand: How Twitter Is Pushing Radical Transparency in Brand Management
Introduction to a panel on open brands: how Twitter pushes radical transparency in brand management, with case studies including the Chevy Tahoe video contest and AmazonFail.
2008
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Talk
The Green Web: How the Internet Is Advancing Sustainability
Trends and challenges in how the internet advances sustainability: collective knowledge, green IT, citizen media and open source, set against e-waste, the digital divide and energy waste.
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Talk
Green Marketing 2.0 (EcoTuesday Sonoma)
How new media can carry green marketing built on trust: moving beyond greenwashing, free do-it-yourself tools such as blogs, video and social networks, and the web tools a small virtual business can use.
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Press piece
Interview on the Making It All Click online radio show
Long-form interview on sustainability, entrepreneurship and values-driven web platforms.
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Talk
Green Marketing 2.0: It’s About Trust
Why peer-to-peer online communication is replacing top-down marketing: trust, moving beyond greenwashing, and free do-it-yourself tools such as blogs, video and social networks.
2007
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Press piece
Holiday Waste Clogs Bay Area Landfills
Green Beat segment on holiday gift-wrap waste, with Joey as a green expert.
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Talk
Panel: Clean Technologies Driving the Green Economy
Panel on clean technology and the engines that fund it.
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Press piece
Products hyped as ‘green’ often fall short
Article on the gap between green marketing and reality, quoting Joey as founder of the Green Maven search engine.
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Press piece
Dominican University Offering ‘Green’ MBA
Television segment on Dominican University's Green MBA program.
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Press piece
Internet search is going green
Article on vertical green search engines quoting Joey as founder of Green Maven.
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Press piece
Green Media 2.0: Green Maven featured in cover story
August 2007 cover story on green media featuring Earthsite and Green Maven.
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Press piece
Rising Suns: Graduating green
Local feature on progressive MBA programs making sustainability the bottom line, quoting Joey as a graduate and describing Earthsite and Green Maven.
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Talk
Web 2.0 Is Empowering Sustainable Business
How start-ups and big businesses use Web 2.0 collaboration tools to improve results while lowering environmental impact, with demos of low-cost software.
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Talk
Keynote at Green Drinks: Delivering Green to Mainstream
Delivering green to the mainstream: who the green consumers are, positioning green through authenticity, transparency and third-party verification, why they favor the internet, and online marketing tools.
2006
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Talk
Panel: Decision Making 2.0 (Net Impact Professionals Summit)
Panel on how information technology can help consumers and employees make decisions friendlier to planet, people and profits, framed as a hands-on session rather than a technology pitch.
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Press piece
M.B.A.’s With Three Bottom Lines: People, Planet and Profit
Feature on business schools adopting a triple bottom line, quoting Joey as a Green MBA graduate who now leads internet marketing for Green Festival and helped found a web company for sustainable businesses.
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Venture
Green Maven
A search engine for the green web, built with a team of Green MBA graduates and launched in late 2006. Named one of the best new websites of 2006 by TIME.com.
- Launch
- late 2006
- Listed websites
- 1,600 at the time of the 2007 press release
- Recognition
- TIME.com best new websites of 2006
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Press piece
Green Maven named among TIME.com’s best new websites of 2006
TIME.com listed the Green Maven green search engine in its top ten best new websites of 2006.
2005
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Position
Green Festival
Ran the web and media side of one of the largest sustainability events in the US (50,000+ attendees per show): web infrastructure, online ticketing, digital catalogs, and media teams recording speakers across five stages at 25 shows nationwide.
- Shows
- 25 nationwide
- Attendance
- 50,000+ per show
- Stages recorded
- 5
2003
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Degree
MBA, Sustainable Enterprise, New College of California (the Green MBA, now at Dominican University)
One of the first MBA programs built around the triple bottom line of people, planet and profit. The Green MBA was started at New College of California and is now at Dominican University of California. Graduated spring 2005.
2001
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Venture
Earthsite
One of the first digital agencies focused on sustainability. Web design, hosting, strategy and social media for natural food brands, sustainability organizations and nonprofits. Closed in 2016.
- Clients
- 100+
- Team at peak
- 10 people
- Years of operation
- about 15
2000
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Degree
An Introduction to Ecological Design (BA thesis)
Introduction to Joey's senior thesis: how ecological systems, with their interrelatedness and interdependence, can serve as models for sustainable design.
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Award
Chancellor’s Award, UC Santa Cruz
Chancellor's Award at UC Santa Cruz.
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Award
Irwin Scholar, UC Santa Cruz
Recognized as an Irwin Scholar for the sculpture Icosahedron, a large geometric structure held together entirely by internal tension.
1996
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Degree
BA in Ecological Design, UC Santa Cruz
Studied how ecological systems can inform design practice. Irwin Scholar and Chancellor's Award recipient; senior thesis on ecological design.
Undated
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Award
Shodan (first-degree black belt), Aikido
Earned the rank of Shodan in Aikido and served as an assistant instructor at UC Santa Cruz.
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Portfolio
Earthsite websites
Screenshots of 37 websites Earthsite designed and built for natural food brands, sustainability groups and nonprofits.
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Portfolio
Art
Sculpture in wood and steel, abstract and digital artwork, Buddhas and mandalas, and architectural and nature studies.
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Portfolio
Music
Original music by Joey under the name Kenjo: piano, synthesizer, flutes and hand drums, released on SoundCloud.
