I begin by diving into the brief, the concept of the brand, the audience, and the world they live in, soaking up inspiration and letting the little sparks of ideas start to flicker because every great piece of work begins with finding the light it begins with.

I establish the foundation of the project by understanding exactly what we are making, who it is for, and what it needs to communicate, diving into research and asking the right questions to fully immerse myself in the audience's world and the problems the work needs to solve.

Brainstorm and explore a wide range of creative concepts, sketching out rough logos, creating visual directions with a concept, and pushing past the obvious to find something unexpected and original that truly speaks to the brief.

Take the strongest visual direction and begin translating it into actual deliverables, applying design elements like typography, color, layout, copywriting and imagery to bring the concept to life across the necessary formats and deliverables.

I review, critique, and continuously refine the work until every detail serves the overall vision, revisiting typography, color, concepts, advertising, composition etc. with a critical eye, gathering feedback, and making intentional adjustments until the design feels complete, cohesive, and exactly what it needs to be.

I launch, present, or publish the final work and send it out into the world, watching how it connects with its audience and using that response to inform and grow everything that comes next.