How I Work

Before the first sketch, I read the business.

Not the brief. The actual business. What it sells, who it's really for, how it wants to be perceived, and where that perception currently falls short. The brief tells me what the client thinks they need. The research tells me what the brand actually needs. Those two things are rarely the same. That's where Discovery begins.

Discovery

Every project starts with a detailed brief that I send the client before we do anything else. It covers goals, audience, competitors, visual references, tone. But I read between the lines too. The words people use to describe their own business tell me a lot. So does what they leave out.

Research

I spend time inside the client's market before I open any design program. I look at competitors, industry visual language, what the whole industry keeps copying from itself, and where there's room to do something different. I save references, pull color palettes from unexpected places, read about the industry if I don't know it well enough. Design without that context is just decoration.

Concept Development

This is where the thinking becomes visual. Every concept has its own logic, not just its own aesthetic. The shapes, the type, the color, the weight of the mark — each decision has a reason. I work through multiple directions before I settle on what to present, and I present only what I can defend.

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