From Insight to Identity: The Strategic Thinking Behind My Design Approach

Design Starts With Figuring Things Out

I’m a designer, but I’m also a problem-solver. When a project starts with a vague brief or a complicated problem, my first instinct is to ask questions. Then I research, look for patterns, and try to understand what’s really going on before jumping into the design.

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For me, strategy means figuring out the business problem we’re actually trying to solve. Once I understand that, I can start creating the concept.

I enjoy that entire process, from the first messy sketching to the final refinement. I like making connections, finding the unexpected direction, and then getting into the details that make the idea work.

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And I really do mean the details. Typography, spacing, alignment, color, grids, the relationship between elements on a page. I cringe at badly kerned type. I have opinions about em and en dashes.​ The details matter because they’re what make a design feel considered.

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A Multidisciplinary Mindset

I don’t believe brands live in one format. A strong identity needs to work on a business card and a billboard, in a social post and a physical space, in a single mark and across an entire campaign.