18 YEARS OF LESSONS LEARNED
Over the years, I have adopted some key beliefs that considerably shaped the way I work.
01
Be unapologetically real, always.
Authenticity fuels real, lasting connections. Just like with people, no one’s drawn to fake — and the same goes for brands.
03
A brand is much more than a logo.
It’s how people feel when they encounter your brand. Bring it to life in a way that people can picture your brand as a person.
05
Experience is everything.
Interacting with your brand should always be seamless. Customers remember the experience, not just the product.
02
Design is a language of its own.
Good design speaks louder than words on the page, and often, less is more.
04
Consistency builds predictability.
Unpredictability can be unsettling. The more consistent your brand is across all platforms, the more relatable and trustworthy you become.
06
Design solves problems.
Function comes first, always. Aesthetics should enhance the overall objective, not distract from it.