Process

Design isn’t just about creating something visually appealing, it’s about solving problems, telling stories, and making ideas tangible. My process is built on exploration, iteration, collaboration and critque, ensuring that every project is both thoughtful and intentional. Below is a breakdown of how I approach design, from defining the problem to bringing the final vision to life.

A document titled 'Audience Profiles' with three profiles and photos of three women, describing their demographics, lifestyles, values, behaviors, goals, and challenges.
Page from a book with orange and black background. The right side features the title '50 West 57th Street 1974-79' with a black and white photo of three women in an art studio, one sitting on a wall, one on a ladder, and one standing.
A black and white photo of a woman drinking tea, holding a cigarette, with a red background and a sign above her reading "So Quick on the DRAW!"
Display of hair and skincare products at a store.

Every project begins with understanding. I dive deep into research, exploring the problem from multiple perspectives and gathering insights that help shape the foundation of the work. This includes traditional research, analyzing user behavior, historical context, and market trends, but also a more visual approach. I visit stores to study packaging, flip through books for inspiration, and scan old photos or archival materials to uncover design references.

This stage is all about immersing myself in the visual and conceptual landscape of the project, ensuring that every design decision is grounded in both strategy and creativity.

Research & Defining the Problem

Mind map of savory protein bars with categories like flavors, ingredients, texture, and benefits, including types such as vegan and modern, and features like high energy, protein bits, variety, and added nutrients.
Hand-drawn grid of nine panels, each containing wavy lines and vertical lines, resembling data or graph illustrations.
Collection of black symbols and abstract shapes on a white background, resembling stylized or decorative writing or glyphs.

Once I have a solid understanding of the challenge, I begin generating ideas, lots of them.

This stage is about pushing creative boundaries, exploring unconventional solutions, and letting curiosity lead the way. I sketch, write, map out concepts and mind-maps, and experiment with different directions before narrowing in on the most compelling and appropriate approach.

Brainstorming & Ideation

Collection of twelve black and white logos for Coopers, Revity, Revi, Athlon, and different stylized versions of Cooper, Rev, and Athlon brands.
Package labels for Venture savory protein bars with flavors: Sundried Tomatoes & Basil, Sundried Tomatoes & Basil, Dill with It, Life is Goud, and We've Got the Beets.

Translating Ideas into Design

With a clear direction in mind, I move into execution. I create multiple iterations, testing different ways to bring the idea to life. Whether it’s through typography, layout, or interactivity, I explore how the design can best communicate its message. This phase is all about refining and evolving the concept, ensuring it aligns with the project’s purpose and audience.

Display of Ovella skincare products, including bottles and jars, placed on a table in front of a bulletin board with marketing and branding materials for Ovella, such as logos, advertisements, and style guides.
Handwritten note saying "would like to see some iconography here" with a red arrow pointing downward
Screenshots of a design process for a Cooper logo, showing stylized black dog shapes, with software interface visible.

Great design doesn’t happen in isolation. My favorite part of the design process is critique; to me, it’s where real growth happens. Engaging in discussions with peers and mentors allows me to see my work from new perspectives, revealing gaps or opportunities I may not have noticed on my own.

Critique isn’t just about fixing problems; it’s about pushing ideas further and strengthening the final outcome. With every round of feedback, the project evolves, becoming more refined, intentional, and impactful. Iteration is key, and this stage is where the design truly takes shape with the help of collaboration.

Discussion & Critique

Display table and wall with branding materials for Byte, Pioneer, and Curio, featuring product flyers, posters, a bike helmet, and merchandise.
Multiple packages of Byte food life cycle indicator boxes in front of fresh fruits including an orange, a plum, a lemon, and a lime, all on a reflective surface.
A young woman with glasses and a gray hoodie standing at a cluttered worktable in a graffiti-covered workshop, wrapping an object in paper surrounded by bottles and art supplies.

The Final Product

After rounds of refining, testing, and perfecting, the design reaches its final form. This stage is about execution and delivery, whether it’s a printed piece, a digital experience, or a fully realized brand identity. But the process doesn’t end here. Every finished project informs the next, creating a cycle of learning, growth, and continuous evolution.