Research is where it all begins—but it’s not always as easy as a quick Google search. I take the time to understand the brand, its audience, and the visual landscape it exists in. I look for the story behind the visuals, often pulling inspiration from unexpected places. This gives my ideas a strong foundation and helps guide the design in a clear, meaningful direction.

This is the playful, messy part of the process where ideas come to life. I explore layouts, styles, and concepts freely. Sometimes the best solutions come from the most unexpected doodles. It’s all about getting the ideas out and seeing what sticks.

With a solid direction in place, I refine the work until every detail feels just right. From typography to color choices, I focus on creating something polished, intentional, and aligned with the original vision. From there is just rinse and repeat until you get it right