Every branding project begins with understanding the brand’s core values, vision, and goals. I then analyze target audiences and competitors to define where the brand currently stands, and where it could go.
To structure this step, I’ve created a Figma template where I can collect keywords and build moodboards, making it easier to translate strategy into visual inspiration.

I define the brand’s key messages and how it should communicate in order to connect with its audience and stand out from competitors. This step lays the foundation for everything from design decisions to storytelling.

This is where the organized chaos begins. I experiment with moodboards and inspiration, which I then refine into 1–3 stylescapes. These stylescapes act as visual and graphic maps that express how I believe the brand should look and feel going forward.

With the selected stylescape as a base, I begin building the brand’s new identity. This includes selecting typography, colours, logotype, and other brand assets.
I often sketch out website sections or posters early in this phase. This helps me to see if parts of the identity works in real contexts, this also keeps the visual direction alive throughout the whole process

I map out the existing product or website to get a clear overview of the current structure. From there, I create a new sitemap that outlines the necessary content and pages for the updated experience.

I used to focus heavily on detailed wireframes, but over time I’ve learned to use wireframes primarily to define structure and hierarchy. Instead of deciding specific placements too early, I focus on which sections I need and what kind of content each part should communicate.

At this stage, I gather inspiration and compare features, flows, and design patterns across platforms and industries. This helps me identify smart solutions and design decisions.

One of my biggest strengths. This is where the process speeds up and ideas evolve quickly. I test, break, rebuild, and rearrange layouts, functionality, and hierarchies. This is often the most fun and creatively chaotic part of my work.

While iteration is essential, I’ve also learned how important it is to pause, clean up, and make clear decisions. I refine the work based on feedback, user testing, and design clarity and focus on what actually solves the problem.

When working with more complex features or challenges, I map out user flows to better understand how users navigate through a product and how different paths can lead to the same goal. This makes problem-solving more structured and user-focused.

I analyze how others have solved similar UX or functionality challenges. This includes studying both direct competitors and unrelated platforms with similar patterns to gain the broadest possible perspective.

When the design is finalized, I prepare files to ensure the hand-off to developers is as smooth as possible. This includes documenting how pages and sections adapt responsively, how components behave when users interact with them, and structuring type scales, colors, and reusable components.
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This step is always carried out in close dialogue with the developer, not only during hand-off but continuously throughout the entire process.