My process
01 Discovery
We start with a deep-dive interview and structured questionnaire designed to surface what actually matters.
I take the time to understand your business in full context: where you are now, how you got here, and where you’re trying to go. This includes your customers, competitors, industry landscape, and long-term goals. The focus is on clarity, not assumptions.
This step establishes the foundation for every decision that follows.
02 Direction
I analyze everything uncovered in Discovery, conduct additional research, and validate the findings.
From there, I develop a brand blueprint that defines and aligns the core elements of your business: Audience, Offer, Personality, and Story. This includes a clear brand positioning, ideal customer persona(s), competitive landscape analysis, and a focused, intentional moodboard that establishes the overall visual direction of the brand.
This step sets the standard and removes guesswork before any design work begins.
03 Design
With the blueprint and direction approved, I design the logo and visual identity system.
This includes logo concepts, color, typography, supporting graphics, and real-world mockups so you can see how the identity works in practice. Everything is created to align directly with the approved strategy and direction, not personal preference or trends.
Design decisions are intentional and explainable.
04 Deliver
Once finalized, I prepare and deliver all brand assets along with a comprehensive brand guide.
The guide outlines how to use the identity correctly and consistently as your business grows. All files and documentation are delivered digitally, giving you everything you need to implement the brand with confidence and clarity.
05 Implement (Optional)
For businesses that need help rolling the identity out, I offer brand implementation as a follow-up phase.
This includes applying the approved brand identity across real-world materials like marketing assets, templates, print and digital collateral, and other touchpoints where consistency matters.
Ready for a strategic, stand-out brand of your own?