The Process
Over the years, I’ve developed a strategic creative process that guides myself and my clients to success 100% of the time. I never begin a project without an introductory video call to get to know my client and their vision. I’ve found that my other systems do not matter if I don’t first know my client.
Below is a detailed overview of what you can expect after our first call <3
01
After our initial call, I begin with Verbal Discovery before moving into anything visual. This phase typically includes a detailed questionnaire designed to help me understand my client more deeply, challenge them to articulate their ideas in design terms, and get clear, focused thoughts on paper—before we enter the often-distracting world of visuals. While it might seem subtle, this step is a crucial part of the strategy. It sets a clear foundation and keeps us accountable to the goals we define together.
02
Once Verbal Discovery is complete, we move into Visual Discovery. This stage is all about uncovering the imagery, color palettes, and typography that resonate with both the client and their target audience. The goal is to craft a thoughtful, refined moodboard that captures the essence of the brand and serves as a visual anchor for the entire process. I never move forward without a moodboard that feels just right—it's our creative compass.
03
Once the moodboard is approved, I spend the next couple of weeks crafting a complete brand system. I present one strong logo concept—no more, no less. Over time, I’ve found that my Verbal and Visual Discovery processes are effective enough to provide clear direction from the start. Rather than developing off-target concepts, I focus that time on building a fully realized brand.
A brand is so much more than a logo, and it’s far easier to envision that logo in the real world when it's supported by a cohesive visual system and thoughtfully designed brand elements. My clients and I have had great success with this approach—and honestly, it makes the process a lot more fun.
Each project includes two rounds of refinement, giving us space to collaborate and fine-tune everything to perfection. Additional rounds are always available for purchase, though I’ve never had a client need them.
04
Once the final files are delivered, I make sure everything wraps up smoothly. I provide clear guidelines for using your brand assets with confidence, and I’m always happy to recommend trusted vendors—whether you need a developer, printer, copywriter, etc. My goal is to leave you equipped, supported, and ready to move forward with clarity and momentum.
While our project may be complete, I’m always an email away for future needs, quick questions, or continued collaboration down the road.
