Every project starts with a little Wonder, a question, a feeling, or a “what if?” and understanding what needs to be said, who it needs to speak to, and why it should exist in the first place.
From there, I research, collect references, explore directions and test ideas until something starts to feel right.
The middle is usually the least polished part: sketches, experiments, rejected layouts, strange combinations and a lot of “what if we tried this?”
Once the direction is clear, I refine the details, build consistency and turn the idea into a visual system that feels intentional.
My process is structured enough to keep things moving, but flexible enough to leave room for unexpected ideas.
Because sometimes the best solution is found just outside the grid.
