currently working on a new project, and it reminded me why the strategy phase is probably my favorite part of the whole process. whether it’s for a website or a full brand identity, i love going beyond the brief and trying to understand the business as deeply as possible. the client call, the brief, the old website… those are just the starting point. then comes the fun part: researching, asking questions, digging deeper, understanding how the business works, who they sell to, what they stand for, how they communicate, and why people should choose them. sometimes, you even discover things the client knows internally but hasn’t fully articulated yet, or things they’re simply not communicating clearly enough. that’s what i love about strategy: taking all that information, finding the patterns, and bringing clarity and structure to everything. honestly, this might be my favorite part of the whole process.

How do you usually hand that research back to a client, a straight brief or something more visual like a strategy deck? And do they ever push back when you point out something about their own business they hadn't fully articulated?

Pét Pals is an identity for rosé pét-nats made for Fête de la Musique 🎺

Made for 21 June, when music spills into the streets, squares, bars and gardens of France. Three low-intervention rosés. Three personalities. All made to be served cold, passed around and enjoyed wherever the sound takes you. Hear something good? Follow it. Spot your people? Join them. Pét Pals goes where the music goes.

Good wine. Loud music. Your pals.

You can read the full case study here.

Looks good!