MY PROCESS

Any average idiot should be able to use a brand if it’s designed thoughtfully for the end user.

Brand’s are not made for designers. The truth is that sales people need to create decks, business teams need to pitch case studies, dev teams need compliant colors. Brands are meant to be used by everyone.

I love to create vibrant brand identities for companies across industries like tech, advertising, beauty, retail fashion, and entertainment production. People say I’m “thoughtful” which I think is a euphemism for “likes to overthink” but sometimes the juice is really worth the squeeze!

01 > STRATEGY

All good brands start with strategy.

Brand is more than a logo. Brand is what people say about you, not what you say about yourself. That’s why I begin with strategy.

I like to guide clients through collaborative workshops to uncover the What, How, and Why of their brand. We map values, audiences, and differentiators into a framework that doesn’t just sit in a PDF, it becomes a tool for making smarter business decisions.

When it comes to brand workshops, the “cocktail party” is always a crowd favorite.

02 > CURATING AESTHETICS

Brand strategy informs the visuals and tone of voice

Next, we build the verbal and visual identity in tandem. The way a brand speaks should be consistent with the way it looks visually.

Messaging, naming, and tone of voice evolve together with mood boards, color studies, and typography explorations. Copywriting and design inform one another so the voice feels unified.

03 > LOGO AND BRAND ASSETS

The bells and whistles everyone’s been waiting for

Once aligned on strategy and mood, I present multiple design directions complete with logos, graphic systems, palettes, grids, and patterns. Each option is rooted in strategy but expressed in different ways, giving clients a spectrum to respond to. Through rounds of refinement, we create a cohesive system that feels both inspiring and functional.

Oktane color palette and graphic system development by graphic designer and creative director

04 > BRAND GUIDES & IMPLEMENTATION

The part when clients say, “When can we have it?”

Finally, now that we have the logo approved and typography system set, we move into brand guidelines and scalable toolkits that help teams maintain consistency across every touchpoint. From pitch decks and packaging to signage, environments, and digital platforms, the goal is always the same: a brand identity that people believe in, teams can use, and audiences can feel.

A good brand is something that non-designers can use. Your sales team needs to be able to make decks easily and also beautifully.