01
The Brief

I read the brief carefully, extracting keywords to understand what a brand really needs to communicate. From there I research broadly, looking for a unique viewpoint or concept that will shape everything that follows.

02
Visualise

The moodboarding phase determines the direction, covering typefaces, colour, illustration style and layout. This is where a brand's feeling takes shape before anything is made.

03
Concept Development

Ideas begin with pen and pencil before moving into digital I develop multiple directions simultaneously, looking for the concept with the most potential. In identity work, I aim to layer at least three symbolic meanings into a single mark.

04
Test & Refine

Some projects demand fifteen concepts before the strongest emerges. Others reward deep development of one strong idea. Either way, I refine until the work feels inevitable.

05
Execution

A project is finished when it functions as a system and answers every criteria of the brief. Both have to be true.

06
Every project is unique*

This process is a framework, not a rule. Every project demands something different and I follow the work wherever it leads.