Design as a practice of connection

 

Design doesn't begin on a screen or in a sketchbook. It begins with context, listening, and an understanding that every decision affects people, systems, and everyday experiences. Nothing exists in isolation and every detail matters. Most details matter.

 

I approach design as a continuous process of exploration. Learning, adapting, and embracing imperfection are part of how I work. Gut instincts and half-formed ideas often lead to the most honest and effective outcomes. Each project is shaped with intention and a craft like attention. Pretty is subjective but aesthetics are not an afterthought. They are an essential part of a larger system that includes product, pricing, sales, communication, and most importantly context! Visual identity should not be an accessory but should emerge from the same foundation as the business or project itself. The "I just need a logo" is every designers nightmare phrase unless you are AI.

 

Running my own company taught me what theory cannot. The rhythm of cash flow (or lack of), the weight of deadlines, and the tension between creativity and margin all shape how design can truly support and sustain a business. This experience is my differentiator. Practical, real-life applications that consider the chaos that is.

 

Building something? Don't hesitate to reach out.