My Process

I'm driven by an urge to solve problems and make stuff better. I create my best work by balancing a methodical approach with intuition. Using a somewhat systematic timeline allows me to trust the process, so ideas have space to emerge. If genius isn't striking, there's a reason why. My process allows me to backtrack to any questions looming in the back of my mind and discover answers.

Steps I like to follow

  • Research and information gathering – what do I need to know in order to do my best work?
  • Target audience refinement and persona creation – so I can ask myself, would Sally like this?
  • Moodboarding – so we can picture a solution before we start
  • Concepting – often beginning with pen-on-paper ideation
  • Informal user testing with the target audience – when I get to actually ask Sally if she likes it
  • Concept selection – based on how the client reacts to each concept and my user testing findings
  • Constructive feedback loop with the client – focused on improvement and refinement, until we reach a solution

My favourite tools

My Wacom tablet is my preferred tool for illustration. Still, I create a lot of work the old fashioned way: some of my favourite supplies include my watercolours, oil pastels and coloured pencils.

I use InDesign for most compositions, and Illustrator for logos, icons and illustrative work. My most common uses for Photoshop include retouching photos and rasterised artwork, as well as digital painting or drawing. For video editing, I use Premiere Pro, and a bit of After Effects here and there.