My
Process
Every brand begins with understanding. Before I draw a line or choose a colour, I listen. I want to understand who you are — your values, your journey, and the ambitions that drive your work. Together we explore your story: where you’ve come from, what you stand for, and how you hope to connect with your desired audience.
From this shared understanding, I dive in by defining a clear vision and tone of voice — the foundations of a brand language that feels true to you. This becomes the compass for everything that follows: your core concept, brand statement, and visual world.
Once the idea is alive, I translate it into form. Every design decision (from logo and typography to colour, composition and imagery) ties back to that central concept. Each detail is shaped with purpose, creating harmony across every touchpoint. Whether it’s a visual identity, a website, a campaign or printed matter, each element works together to tell your story with clarity and emotion.
From concept through to final artwork, I direct the brand’s visual expression, balancing intuition with strategy to craft work that not only looks right but feels right.
My
Craft
From the first spark of an idea to the final piece of artwork, each stage of my process is considered and connected. I approach design as both an exploration and a craft — grounded in strategy, shaped by intuition, and refined through experience. Below is a glimpse into how I build a brand’s world: from defining its essence, to crafting its visual language, to bringing it to life across every touchpoint.
the Concept
The foundation. Where we define what your brand stands for and how it should speak.
Strategic planning
Analysis of the current brand, general market and audience
Development of brand messaging and positioning
Corporate language
Corporate identity and design direction
Visual concepts and storyboards
Creation
The visual language. Shaping the look and feel that brings the brand to life.
Logo and mark design
Colour palette refinement
Typography and layout hierarchies
Design elements
Illustration, patterns and core image direction
Art direction for photography and film
Campaign conception
The Application
The expression. Translating the brand basics into meaningful touchpoints across every medium.
Website and UI/UX design
Editorial and magazine layouts
Print and social media campaigns
Motion and animation concepts
Advertising and print materials
Brochures and packaging
Signage and wayfinding systems
Business stationery
Overall design refinement and final artwork preparation
With experience spanning boutique agencies and global brands, I move fluidly between thinking and making — ensuring a coherent and meaningful brand experience at every stage.
And when the project calls for it, I work intuitively with AI-assisted tools to explore possibilities or streamline workflows, always guided by a human hand and a sensitivity to craft.
Want to see what all this looks like? Wander through my portfolio — or let’s grab a coffee and chat about how we could work together.
