visual & graphic design


Learn more about my process, from brief to solution.


My process balances a methodical approach with intuition. Whenever possible, I employ a human-centred design process that includes ongoing feedback opportunities with our audience. This ensures our final solution is the right solution.

Process Overview

  • Research and information gathering – what do I need to know in order to do my best work?

  • Target audience refinement & 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

  • User testing and feedback – when I get to actually ask Sally if she likes it

  • Concept selection – based on client opinion and user testing findings

  • Constructive feedback loop with client – focused on improvement and refinement

  • Final solution