Step 1:

Empathize & Define

Great design starts with a thorough understanding of the target audience and the problem we’re hoping to solve for them. At the beginning of every project, I invest significant time and effort in thoroughly researching the target audience’s demographics, interests, motivating factors, and pain points. This knowledge informs my visual design decisions and ensures that the final product is always relevant to the user.

Step 2:

Ideate & Design

Once I have a thorough understanding of the user, I work with my clients and team to identify the mission of the brand or project and build a creative strategy that integrates user insights, brand narratives, messaging, and visual standards. I’m a strong believer in the power of collaboration, exploration, and iteration, and this approach guides the creation of all visual assets throughout the project.

Step 3:

Test & Optimize

Once a project or design is complete, I move into testing and optimization. This step is particularly important for digital and/or interactive products to ensure that we’re meeting the user’s needs in the best way possible.

My dedication to this holistic approach ensures that the projects and experiences I create are not just visually compelling, but profoundly resonate with the interests, struggles, and preferences of the target audience.