is an ornery Texan, having honed his skill as a promotional and advertising art director for DDB and Latitude/ The Richards Group before moving to San Francisco in early 1997. While there he met a flambouyant account executive and flew to NYC to form the now infamous BIG, (Brand Integration Group) at Ogilvy,NY. Unable to endure the sweltering politics, branding rhetoric and long hours, Sockwell left within a year to concentrate more fully on the art and science of identity design and illustration. He frequents NYC to meet with clients, but prefers Maplewood, New Jersey with his wife and 2 beautiful girls, Brooke and Natalie. Felix is an avid gardener, rickshawer and futboler.