Joseph McKimmy
Creative Director
Born and raised in Michigan—the "Great Lake State" from a small town about three hours north of Detroit, the "Motor City." As the youngest of six kids, I developed thick skin, quick wit, and the ability to hide snacks like a pro. When you're the baby of the family, you're either getting picked on or proving you belong. I chose both.
Creative Director
Born and raised in Michigan—the "Great Lake State" from a small town about three hours north of Detroit, the "Motor City." As the youngest of six kids, I developed thick skin, quick wit, and the ability to hide snacks like a pro. When you're the baby of the family, you're either getting picked on or proving you belong. I chose both.
I spent over 25 years in the publishing world art directing automotive and motorcycle titles, accidentally picked up photo and video skills along the way. Now leading the creative direction for our major players at Handsome Rabbit, clients like Nissan, Nivel and Jonnum Media. I have earned the respect from these long term clients.
Scott Goodwin
Account Director
Account Director
Scott brings a wealth of knowledge from his work at category-leading companies, top advertising agencies and as a magazine publisher. His extensive work on strong, successful brands provides a unique perspective for G-Force and Handsome Rabbit clients.
During his career, Scott has been a key member of the marketing department at American Honda, served on the account team at Honda’s advertising agency, worked on both the Nissan and Mitsubishi accounts, and led the agency team responsible for the national advertising programs of Suzuki motorcycles and all-terrain vehicles. He also served as Group Publisher at Petersen Publishing, where he was responsible for all motorcycle titles (including Motorcyclist and Dirt Rider).
After founding G-Force in 2001, Scott developed the overall strategy to launch the NISMO performance products division of Nissan. He was instrumental in the re-launch of the Indian Motorcycle brand, combining advertising, collateral and public relations activities into a cohesive communications strategy. G-Force also handled a wide range of powersports accounts, including HJC helmets, Yokohama Tires, LeoVince exhausts and many more.
And on a Suzuki motorcycle note, Scott’s second bike was a TM125 Suzuki. He also owned an RMX250, a DR350 and built a naked GSX-R750 out of a slightly wrecked track bike as a project for Motorcyclist.
Five years ago, G-Force teamed up with Joe McKimmy and Handsome Rabbit to enhance our creative services for Nissan and to grow our mutual business in the powersports marketplace.
Michael Craig
Software Engineer
Michael Craig is a senior software engineer and systems architect with deep experience delivering scalable, production-grade software for automotive and enterprise environments. He has led the development of mobile applications, customer-facing platforms, and digital infrastructure for major automotive brands, supporting use cases such as vehicle-related mobile experiences, shop and dealer locators, and high-visibility marketing websites. His work emphasizes performance, reliability, and seamless integration across systems that serve large, geographically distributed user bases.
Software Engineer
Michael Craig is a senior software engineer and systems architect with deep experience delivering scalable, production-grade software for automotive and enterprise environments. He has led the development of mobile applications, customer-facing platforms, and digital infrastructure for major automotive brands, supporting use cases such as vehicle-related mobile experiences, shop and dealer locators, and high-visibility marketing websites. His work emphasizes performance, reliability, and seamless integration across systems that serve large, geographically distributed user bases.
Michael specializes in building and operating end-to-end deployment pipelines, cloud-native infrastructure, and automated CI/CD workflows that enable rapid, low-risk delivery of software at scale. He brings a systems-level approach to engineering—integrating APIs, data pipelines, background processing, and third-party services into cohesive, well-governed platforms. Known for balancing speed with long-term maintainability, Michael delivers solutions that meet the operational, security, and reliability expectations of automotive and industrial organizations.
Evan Allen
Account Executive/Project Manager
Account Executive/Project Manager
Growing up in Southern California, I was heavily influenced by motorcycles and action sports. I started my career riding and writing for Dirt Rider, and quickly moved up to an editor position at Cycle World. In my role as an editor, I managed deadlines, schedules, and content strategy as a daily task. I am the point of contact with all OEMs and the person they think of when planning tests, projects, or editorial campaigns. This experience and attention to detail is key to client relationships and keeping projects on track and on strategy.
Jack Conrad
Social Media Designer
Social Media Designer
I’m a detail-oriented graphic designer with a passion for creation and visual storytelling. Whether it’s a logo, social ad, or magazine layout, I enjoy turning ideas into compelling, well-crafted visuals. I’m inspired by color, typography, and strong design systems, and I value the creative thinking that goes into every successful design.
I began my graphic design journey in 2016, creating graphics and highlight tapes for college and professional athletes. From there, while pursuing my degree, I worked for the football team at the University of Oregon which helped shape my passion for the intersection of sport and design. Outside of work, I’m usually painting or drawing, which continues to sharpen my eye and strengthen my design work.
Bernice Guevarra
Senior Designer
Senior Designer
My career has been built around automotive design. As an art director, I spent years leading automotive editorial projects, designing magazines—from Super Street to Driving Line. It was fast-paced, hands-on work that required a strong point of view and a real understanding of automotive and motorsports culture.
Today, that experience carries into automotive advertising and marketing. I work across brand identity, logos, and large-scale booth and environmental design for shows, launches, and live experiences. I approach everything with an editorial eye and a marketing mindset—focused on clarity, storytelling, and making sure the work connects with real people in real spaces.
Good design should feel authentic, move fast, and hold up at scale.
With over 25 years of experience as a graphic designer and art director, I bring deep automotive knowledge, practical leadership, and a steady creative hand to every project—shaping work that fits OEM standards, motorsports energy, and lifestyle brands alike.
Cruz
Support Companion & Morale Manager
Title: Chief Vibes Officer
Support Companion & Morale Manager
Title: Chief Vibes Officer
Cruz isn’t just part of the team—he’s the heartbeat of Handsome Rabbit. As our official Support Companion, Cruz brings a calming presence to the studio, keeping energy grounded and spirits high. Whether he's curled up at someone's feet during a stressful deadline or making the rounds for a midday morale boost, his contribution is felt in every corner of our creative space.
Cruz specializes in quiet encouragement, strategic tail wags, and the occasional well-timed bark to break up long meetings. His superpowers include emotional radar, expert-level napping, and being universally adored by clients and team members alike.
He may not push pixels or write copy, but Cruz is proof that creativity flourishes in the right environment—and he makes sure ours always feels just right.