I like to start by establishing the theme and personality of what’s trying to be communicated in the project, and then from there build something that feels conclusive of that. I tend to start with hand rendered sketches of layouts and then take that digital to build a base layer of boxes and grids that allow me and the client to have a clear understanding of what I’m working towards. As I enjoy creating my own hand rendered type, if it suits the project, I like to try and use that where I can.