Dan Formosa, PhD, spent his grammar school years in Hoboken, NJ, the site of baseball’s first recorded game. A consultant to a wide range of companies and organizations, he has received numerous design awards. He also helped create the Masters in Branding Program at the School of Visual Arts in New York City. Dan travels the world frequently in his work. He spends the rest of his time in Piermont, NY, and in New York City—virtually within throwing distance of Hoboken’s old Elysian Fields. He grew up playing stoopball and is a diehard Yankees fan.