Most design processes start at the brief. Mine starts before it.

A call, or async if you prefer.

I want to know what the project is supposed to do, who it's for, what's working now, what's broken, and what success looks like in 90 days.

For a website, that's traffic, the right audience finding the page, conversion. For a campaign, it's opens, clicks, leads, attendance. For an event, it's the experience on the day. For print, it's whether the piece actually gets read in the environment it'll live in.

I send you a short written brief at the end of this phase, so we both know we understood each other the same way.

Structure before visuals.

Before any visual design, I figure out the structure of the work. This phase looks different depending on the project.

This phase is unglamorous and the most important. If the plan is wrong, no amount of visual polish will fix it. If the plan is right, the visual design phase is fast.

Visual execution, shared as I go.

Figma for digital, Figma plus print software for anything going to a printer. I share progress as I go instead of disappearing for a week and presenting a big reveal.

You give feedback in batches. We iterate. We don't ping-pong micro-comments. For a campaign, I design every asset against the same system so the email, the ad, and the landing page feel like one thing, not three things stitched together.

Out the door, then a 30-day stabilization window.

For a website, I build it in the chosen platform or hand off clean files to your developer. For everything else, I prep production files and hand off to whoever's running the next leg.

For a campaign, I prep every asset in its final format, schedule the sends, and hand off to whoever runs paid media. For print, I prep production files, coordinate with the printer, and review proofs before press. For an event, I prep everything the production team needs to install and run on the day.

I do the QA pass myself before launch, not just spell-check, but the small things buyers notice: fallback fonts, accessibility on mobile, color shift between screen and print, broken links, missing alt text, off-by-one margins on the brochure cover.

After launch, I'm available for a 30-day stabilization window. Small fixes, content edits, the things you only notice once the work is out in the world. Included.