New puzzles, same emotional pacifier

Category-disruptive experiences

Music-charged nostalgia

Created in 2021 for Truth Ventures, the entrepreneurial development company associated with Truth Collective, Punkzles was my COVID-baby.

Here was my idea statement:

“When the sound of bands like The Clash, Bad Brains and The Ramones hits your ears, it’s more than music. It’s an energy. It’s a way of looking at the world that’s always new. And it can become part of who you are. Punk is an experience that you always want to spend more time with.

Punkzles is more than puzzles. It’s an experience that bring us closer to the artists and sounds that have shaped our lives, and help us share our love of punk with others.

To promote this puzzle experience, we create brand artifacts that feel nostalgic to the genre and pay homage to this specific time in music history. Pins, stickers, liner notes, posters and music playlists play a part in the tangible product experience. Relevant social content on Tik Tok and Instagram connect with fans authentically.”

We operated for three years and developed two products that sold online and in indie music stores and The Punk Rock Museum in Las Vegas. We had a third puzzle experience for Blondie in development before deciding to shut down the operation in late 2024 since the idea was too niche and difficult to scale.

Starting a company and brand from scratch was an invaluable experience—I learned a ton—and have zero regrets. I met some incredible people in the music and toy industries, and while I did not sell enough at scale, I’m proud that I didn’t receive a single return or product complaint in three years. The fans of the genre loved the experiences and merch we created.