I got into design by building, breaking, and rebuilding.
01 — Origin
Mostly out of curiosity, occasionally out of spite. What kept me here wasn't the surface of things but the structure underneath — why some brands land on people and most just decorate.
02 — The work
Most brand work stops at a logo and a palette. I'm after the part underneath — the idea, the voice and the system that makes everything downstream feel like it belongs together.
A brand has to mean something before it can look like anything. Getting to that — the positioning, the story, the rules that keep it consistent across every touchpoint — is the part I care about most, whoever the client is.
03 — The method
Strategy first, then a system that holds, then detail until it's honest. I'd call it architecture for connection if that didn't sound like a TED talk.