Work process

I start every project by figuring out what's actually being asked then what's underneath it. I pull together the facts I know and move into research: who the client is, who their competitors are, how they want to position themselves in the market, and whether they're trying to stand out or fit in, since that shapes everything downstream.

From there, I build a mood board for the visual direction, pulling textures, fabrics, metals, landscapes, mocks, portraits, or whatever gets me to an ownable point of view. If the project involves a logo, I move into exploration, pulling reference from websites, books, places near and far, museums, anything that sparks a direction. This helps me land on a few strong directions to pursue. If it's a website, I look at layout and design inspiration across other sites and the client's existing brand, then build wireframes and component foundations to ground the project before it moves further.

My process ebbs and flows as new information comes in and direction changes. Check out some of the initial brainstorming pieces from past projects below.