Every design project I take on begins with more than a blank screen—it begins with a story. And not just any story, but your story. One of the most rewarding parts of what I do is uncovering the heart behind a brand: your goals, your values, the little details that make you different. Good design isn’t just about looking polished—it’s about listening, connecting, and turning ideas into visuals that feel true to who you are.
When someone reaches out to start a new project, I always begin by asking the deeper questions: Why did you start your business? Who are you trying to reach? What do you want people to feel when they experience your brand? Whether we’re working on a logo, a brand identity, or a website, my approach is rooted in conversation. It’s important to me that the process feels personal and collaborative from the start.
Once we’ve laid that foundation, I start gathering inspiration—pulling textures, colours, and references from the world around me. Nature, type, photography, and sometimes even my own watercolour sketches help shape the visual direction. From there, I build moodboards, sketch early ideas, and explore how everything fits together in a way that reflects your brand’s voice and personality.
Some clients connect with the first concept right away, while others prefer to explore a few options—and that’s completely okay. I welcome feedback and believe great design comes from honest collaboration. No two projects are ever the same, and that’s what keeps this work exciting. My goal is always to create something that feels custom, clear, and aligned with you.
The best part? That moment when a client says, “Yes—that’s exactly it.” When the visuals reflect not just their brand, but their story. That’s the kind of design I love creating. Thoughtful. Intentional. Real.