I work as a Creative Director with a practice rooted in ritual, culture and experience. My practice begins before the brief, in conversation, in listening, in the space between what a founder says and what their brand needs to be. I think in brand ingredients: strategy,* typography,† colour, image language, tone, the right words... Then I show how those ingredients combine into a recipe = a complete, ownable system. I'm all about exchanging ideas, care for detail and honest design; making brands that taste, sound and feel of something. Brands you want to stay in.‡
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* I don't prepare the strategy. I cook with it. A solid strategy brief is an ingredient I absorb completely, push where it needs pushing, and build into the brand world from the ground up.
† Type-obsessed, because typography, when used with intention, can carry a lot more than most people think to ask of it.
‡ Sobremesa: the Spanish ritual of staying at the table long after the meal is done because the conversation is too good to leave. I grew up on it. I'm a big believer in it. That's the atmosphere I'm always designing for.
→ In my work, there will be moodboards. Not as collections of pretty images, but as arguments. Each one says: this is what this brand feels like. That's where it begins, and atmosphere is everything.
→ When it comes to branding, I strive for simplicity with character. Restraint that makes room for the thing that matters. Beauty and function as non-negotiable partners, always both, never a trade-off.