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One of the projects I’ve most enjoyed working on: Visual Identity and Merch design for a fishing community.
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I was on a client call today explaining why I went with a certain brand direction and halfway through I realized I wasn't explaining anything. I was figuring it out on the call.
Like.. the strategy doc exists and the rationale is in there. but the thing that came out was even better than what I had, and I think that's because I had to make it understandable for someone who's not in my head for 3 weeks.
Not sure if that's a bad thing or not? I think the reason presenting design work feels awful sometimes (at least for me) is because my thinking isn't done yet and I can feel myself finishing it in real time and there's nowhere to hide.
I've been trying to just... accept it? Like, stop treating the presentation as the thing after the work. It might be the work.
Still figuring that out tbh
It's for sure really hard to present design decisions when we feel as if nothing is ever considered "done". I think designers index pretty high on the perfectionism scale which makes it so difficult to feel like anything is ever complete. I think putting ourselves in positions...
what if a fashion brand's entire identity was built on a single rule?
one line. never lifted. every angle 90 degrees. no curves, no permission, no explanation.
that's STROKE, a contraculture brand I designed from scratch. logo, palette, type, apparel, collateral, web.
full case study below 👇
This is insanely clean. Limiting yourself to one rule and still creating something this expressive is next level. The discipline really shows.
Really proud to share this one – a full custom Kajabi build for Coven, a digital community supporting women through divorce 🤍
The brand is warm, honest, and deeply human – so the design had to match that energy from the very first scroll. We started in Figma, went through a proper review and approval process with the client, then moved everything into Kajabi.
What we enjoyed most about this project was getting the tone right visually – it's a sensitive space and the site needed to feel safe and welcoming, not clinical or corporate. Really happy with how it came together.
Good work
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