In my approach to design—whether it’s brand identity, communication strategy, content design, product design, or other freelance projects — I draw inspiration from the best design practises. My work spans a variety of formats, from in-house design to freelance work for brands, web, UX/UI, campaigns, social media, and events — to me this is all about Design Thinking. At the core, my focus as a designer is on understanding the real needs of clients/audiences and aligning solutions to drive results.
Step 1: Empathy-Driven Discovery phase
My problem-solving begins with understanding the audience and the project context. I prioritize gaining insights from clients, users, and stakeholders to move beyond assumptions. Whether crafting a brand identity, web experience, developing communication strategies, or designing for social media, I believe that understanding the audience’s desires and challenges is key to creating authentic, memorable, and impactful solution, that also drives business outcomes.
Key methods
Double Diamond Design Process: Exploring creative possibilities before refining solutions.
Workshops: Defining core values, tone, and vision with clients.
User Research & Interviews: Gathering insights to inform design initiatives and communication strategies
Persona Development & Journey/Empathy Mapping: Building profiles to guide design decisions.
Step 2: Continuous Collaboration in Design phase
Effective design thrives on collaboration. I work closely with in-house teams, clients, and external partners to ensure a shared vision and smooth delivery, whether co-creating corporate visual identities, bringing product designs to implementation phases, brainstorming campaign ideas, or tackling freelance projects. I think the best solutions emerge from blending creative perspectives with strategic insights.
Key methods
Workshops & Brainstorming Sessions: Generating ideas with clients and teams.
Agile Product Management: Iterative processes to allow flexibility and adapt to new insights.
Brand Guidelines Development: Creating frameworks that guide consistent visual identity across various platforms to help others in the team work with these guidelines
Brand Guidelines Development: Creating frameworks that guide consistent visual identity across various platforms to help others in the team work with these guidelines
Stakeholder Mapping: Understanding internal stakeholders or key influencers for campaigns, events, and consumers of branding efforts.
Step 3: Experiments and Iteration in Implementation phase
Inspired by a continuous discovery mindset, I believe in testing and refining ideas quickly. This approach is instrumental in any type of design where audience engagement can change rapidly - UX/UI design, brand design, social media campaigns, and event concepts. Whether through prototyping new visual concepts, A/B testing communication approaches, or experimenting with different visual assets, I aim to learn fast, adapt, and improve to deliver creative solutions that resonate with the audience.
Key methods
Prototyping & Mockups in Figma or Adobe Suit: Visualizing concepts for products, branding, campaigns, and social content.
Surveys, Metrics, A/B Testing & Feedback Loops: Experimenting with different visuals, copy, and layouts to optimise engagement.
Rapid Iteration: Quickly adjusting and refining designs based on feedback.
Moodboards & Style Exploration: Discovering the right aesthetic direction for different projects.
Step 4: Focus on impact & Data-informed creativity to Strategise
Success in design is about how elements like logos, graphics, product design or campaigns strengthen a brand and drive engagement. I prioritize impact, measuring how well designs connect with audiences and meet client goals—whether boosting brand awareness, event attendance, or user engagement.
While creativity is central, I aim to balance it with data-driven insights. Analyzing user engagement, campaign performance, and feedback allows me to validate creative choices we have made with the team and make strategic adjustments, ensuring designs are both effective and visually appealing.
Success in design is about how elements like logos, graphics, product design or campaigns strengthen a brand and drive engagement. I prioritize impact, measuring how well designs connect with audiences and meet client goals—whether boosting brand awareness, event attendance, or user engagement.
While creativity is central, I aim to balance it with data-driven insights. Analyzing user engagement, campaign performance, and feedback allows me to validate creative choices we have made with the team and make strategic adjustments, ensuring designs are both effective and visually appealing.
Key methods
OKRs (Objectives and Key Results) and KPIs: Setting clear objectives and measurable outcomes and defining goals for brand recognition, engagement, and conversion. Non-design stakeholders often won't know we have done something well unless we can add numbers behind it.
Impact & efficiency gains: Visualizing how design elements contribute to overall goals or increase the teams’ or users’ efficiency.
Analytics Tools: Monitoring engagement and campaign performance, across platforms, products, or social media and events.
Surveys & Feedback Collection: Refining designs based on insights from clients and audiences.
Usability Testing: Understanding interactions with digital content.
Data-Driven Design Adjustments: Fine-tuning branding, communication, and campaign strategies.
Analytics Tools: Monitoring engagement and campaign performance, across platforms, products, or social media and events.
Surveys & Feedback Collection: Refining designs based on insights from clients and audiences.
Usability Testing: Understanding interactions with digital content.
Data-Driven Design Adjustments: Fine-tuning branding, communication, and campaign strategies.