DEFINE, THEN BUILD.
Every project starts with intent — what needs to exist and why. Once the concept is locked, I work out the parts: forms, type, composition. Each element earns its place before anything gets finalised.

PRESSURE TEST, THEN CUT.
I run concepts through scenarios until they hold up at any scale. Then I strip everything that doesn't pull weight. Simplicity is the goal — but never at the cost of the idea.

I believe the best design is slightly wrong on purpose.