My aim is to create brands that tell a story and improve the audience's experience. I constantly try to include processes like linocut printing and illustration into my projects in order to obtain a visual identity that stands out from other brands.

I start off by researching the audience (or speaking to them whenever possible), researching possible inspirations for the brand, looking into competitor brands, and setting a clear goal for the final outcome. I then start ideation - logo, type, and colour palette. I pick 2-3 directions in which the brand could go and then narrow it down after speaking to the client. After getting feedback from the client, I start further working on my designs and creating a clearer visual identity for the brand. After speaking with the client one more time and getting final feedback, I add any finishing touches to my designs and create the brand package including logo, typography, tone of voice, colour palette, and any other visual elements required.