How I work
Research first. Every decision explained.
I’ve found that a brand identity holds up best when the thinking behind it comes first. Every project follows the same five stages, scaled to your package, and you will understand the reason behind each decision before we move to the next.
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01
Discovery
We start with your business, not the logo: your goals, your customers, your competitors, and what the brand needs to do for you commercially.
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02
Research
I study your category and the brands your customers already trust, to learn what your market expects and where there is room to stand apart. For Joie Luxe Rentals, that meant studying Aman, Rolex and Patek Philippe to understand what luxury actually communicates.
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03
Strategy
Before any design work, we agree on your positioning and the ideas the identity has to carry. For BOA Zerah, that idea came from the meaning of the name itself: Zerah is Hebrew for shining.
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04
Design
You get two distinct concept routes, each with the reasoning behind it. We choose one together and refine it, with two or three rounds of revisions included, depending on the package.
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05
System & handover
Your identity is delivered as a complete system: brand guidelines, final files in every format you need, and full ownership of the work. I only keep the right to show it in my portfolio.