About Me.

At this point in my career my process is less linear and more instinctive, but it still follows a loose arc:

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Intake the brief, the brand, the audience, and the competitive space. The real work is identifying what's not being said. Some of the best creative solutions often come from identifying and solving slightly different problems that may not be as apparent.

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Generate broadly before committing. Sketching, references, wording, antonyms. Anything that breaks from the obvious.

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Edit, iterate, and articulate. With experience comes the ability to trim any idea that isn’t working. Selling the work is part of the process. So when edits get made, retain every reason why the decisions were made.

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Execute with intention. At this point, the difference between concept and final output should mean every choice is deliberate.

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Test. Take a step back and stress the work. Is every piece of media scalable across all contexts. Take a look as an audience member and not as someone so closely involved in the process.