Behind the scenes: how I approach a new project

Every project starts long before design begins. Before colors, type, or layouts, my focus is on listening. I want to understand not just what a client needs, but why they need it and what they want their business to feel like as it grows.

I begin by asking questions. About goals, challenges, values, and context. About what feels clear and what feels uncertain. This stage is less about finding quick answers and more about creating space for clarity to surface. Strong branding is built on understanding, not assumptions.

From there, I look for patterns. What keeps coming up. What matters most. Where there is alignment and where there is tension. These insights shape the foundation of the work and help guide every decision that follows.

Only once that foundation is clear do I move into visual exploration. Design becomes a way of translating strategy into something tangible. Every choice is intentional and tied back to the larger picture, not trends or personal preference.

Throughout the process, collaboration is essential. I see branding as a conversation, not a handoff. The best work happens when there is trust, openness, and shared understanding on both sides.

My goal is not just to deliver something beautiful. It is to create something that feels grounded, aligned, and useful. Something that supports real business decisions and helps clients show up with confidence.

This approach takes time, but it is what allows the final result to feel thoughtful, cohesive, and lasting. And it is why no two projects ever look the same.