A visual identity is only as strong as the thinking behind it. Before deciding how a brand should look, I want to understand what the business is really about, what it has built, who it is speaking to and where it wants to go. That can mean working through positioning, refining the story, defining what sets the brand apart or finding a clearer way to communicate its value.

The aim is to find a direction that feels true to the business and gives the design something solid to build on. From there, the identity takes shape through visual language, typography, colour, imagery and copy systems. My goal is for those elements work as a whole, so they hold up beyond the initial presentation.

Depending on the project, I'm comfortable leading the strategic and creative direction, developing the identity itself or contributing to an existing team. I care about how the identity works beyond the initial concept, across the website, communications and everyday touchpoints. It should give the business a strong visual language that can keep evolving as it grows.