WHYWHATIF is the stage name for Jeff Albert.

Jeff’s creative process and overall approach to projects starts with asking ‘why?’ and follows with an iterative ‘what if?’. It is important to not only think outside the box, but also consider whether the box itself can be reshaped.

Jeff is an art director and graphic designer with additional experience in aspects of brand strategy and production. With creative and boutique design agencies in New York, London, and Melbourne, Jeff has worked on projects in the fields of interior design, product design, luxury, hospitality, beauty, art, fashion, and property development. He also has his own set of clients, including artists, a museum, an author, a furniture company, fashion designers, fashion stylists and jewelry designers. 

He has developed full identity systems, corporate branding, and websites; art directed photo and film shoots, and an illustrated/animated broadcast spot; designed art books and exhibition branding; named and designed a journal about sustainability; and created many print and digital collateral pieces.

More than a service provider, he enjoys forming evergreen creative relationships.