People often ask, “How do you work? How did you create that?” In short, they want to understand my process.
The answer is simple on the surface but layered in execution. Every project is unique, but one principle remains constant: design follows content. The content drives the design — not the other way around. My approach is guided by the content I receive, along with customer and business objectives.
That said, my overarching process typically follows these five stages:
• Discover: Research, education, information
• Define: Strategy, concept, planning
• Design: Aesthetics, form, interface
• Develop: Coding, editing, production
• Deliver: Launch, publish, print
• Define: Strategy, concept, planning
• Design: Aesthetics, form, interface
• Develop: Coding, editing, production
• Deliver: Launch, publish, print
Design is an ongoing process of refinement. At every stage, I reevaluate decisions, ensuring alignment between aesthetics, content, and business goals. The ultimate question remains: “What does this do for the brand and user experience?”
Since every project is different, some steps may be repeated, and the depth of each phase varies. But whether I’m designing a billboard ad or a B2B app, the core process remains the same.
“Wait… User experience? Even for print?”
Absolutely. “User experience” seems to become a buzzword that gets attached to just interactive media these days. At its core, UX applies to all design — visual, interior, industrial, fashion, or even video games. And yes, print too. Think of how a user interacts with packaging or a printed piece with various folds and pages. No matter the medium, great design improves both brand and one's experience.
To illustrate my process, I’ve selected three projects from my portfolio — one from each of my core focus areas:
• Interaction (UX/UI) Design
• Creative Marketing (Marcom) Design
• Presentation (Keynote) Design
• Creative Marketing (Marcom) Design
• Presentation (Keynote) Design
Keep in mind that these are streamlined, high-level snapshots of my work. The countless iterations, intermediate files, sketches, and whiteboard notes aren’t shown.
Enjoy!
Note: Pressed for time right now? You can always scroll down to each image, which visually summarizes the story behind each project.
Case Study: Aircover Communications website
In today’s digital world, every business needs an online presence — whether it’s a website, a mobile app, or even a social media page. But no matter the platform, usability is key. A beautiful design is meaningless if the user experience suffers due to slow load times, poor navigation, clutter, or a confusing site structure.
The principle of form follows function still holds true. A product can be visually stunning, but if it’s frustrating to use, it fails. That’s why my approach prioritizes function, clarity, and communication — keeping things simple and intuitive while ensuring the design aligns with the brand’s goals.
Blueprint
Once the core strategy — messaging, content, and goals — is defined, I start with rough sketches and flow diagrams to visualize page layouts and user journeys. Tools like Visio or Draw.io help finalize the sitemap.
Next, I create wireframes in like Mural, mapping out the site’s skeletal structure and functionality — without colors, fonts, or images. Wireframes are like an architect’s blueprints, ensuring a strong foundation before we dive into design details.
Once the layout is set, I focus on sourcing high-quality imagery and refining visual elements to align with the brand’s identity. In this case, that included some Photoshop retouching and styling work.
Simulation
Using design and prototyping tools like Figma, I test the design flow and functionality across devices, allowing for adjustments before development begins. Then, I create high- or low-fidelity mockups either with finalized content or FPO — so the client can review and approve the design direction.
Using design and prototyping tools like Figma, I test the design flow and functionality across devices, allowing for adjustments before development begins. Then, I create high- or low-fidelity mockups either with finalized content or FPO — so the client can review and approve the design direction.
Construction
For Aircover, I used WordPress, a flexible and scalable solution that meets most client needs while ensuring mobile responsiveness.
For Aircover, I used WordPress, a flexible and scalable solution that meets most client needs while ensuring mobile responsiveness.
On more complex, database-driven sites, I collaborate with developers who hand-code using text editors. My coding skills are limited to basic HTML/CSS (and some PHP), so I focus on front-end design while backend development is handled by specialists.
The build starts with core site elements — CSS, headers, footers, and navigation. Once the static and template pages are in place, I integrate additional functionality and dynamic content. The final step is fine-tuning details like spacing, alignment, parallax effects, and interactive elements to ensure a polished user experience.
Timeline
Once the client approves, we publish and go live. The timeline varies depending on the project scope and client responsiveness. Smaller websites can take one to two months, while larger, more complex builds may take several months to a year.
Once the client approves, we publish and go live. The timeline varies depending on the project scope and client responsiveness. Smaller websites can take one to two months, while larger, more complex builds may take several months to a year.
By following this structured process, I ensure that every website I design is not only visually compelling but also intuitive, functional, and built for a seamless user experience.
Case Study: Water&Gold logotype
When designing a corporate logo, my first priority is to listen — to understand the client’s vision, values, ideas, and expectations. While my goal is always to deliver a solution that meets their needs and provides strong brand value, my role as a designer is also to evaluate the challenge, explore possibilities, and bring a professional perspective to the table.
For Water&Gold, the initial concept leaned toward a more traditional logo mark. However, after collaborative discussions and strategic exploration, we determined that a logotype would offer greater versatility and brand cohesion across multiple applications as the company grows.
ExplorationLike most identity projects, the process began with sketching on paper — quick, rough ideas to get concepts flowing before moving to the screen. While I’ve grown comfortable using digital tools for early exploration (thanks to the magic of ⌘+C, ⌘+V, and ⌘+Z), there’s still something valuable about stepping away from the screen and working by hand.
Once I had a selection of promising ideas, I translated them into Illustrator, refining shapes, typography, and structure. From there, I curated a set of concepts, color palettes, and typeface selections to present to the client.
Refinements
Client feedback is critical, but it’s not just about what they like or don’t like — it’s about why. Understanding the reasoning behind preferences allows me to make informed adjustments rather than just experimenting randomly.
Client feedback is critical, but it’s not just about what they like or don’t like — it’s about why. Understanding the reasoning behind preferences allows me to make informed adjustments rather than just experimenting randomly.
After reviewing their feedback, I refined the designs and presented revised iterations. This back-and-forth process continued until we arrived at the final logotype — a solution that balanced brand identity, clarity, and long-term adaptability.
Once approved, I delivered the final logo in multiple color variations and file formats, ensuring it remained scalable and resolution-independent. Illustrator’s vector format was the clear choice here, providing flexibility for everything from digital applications to large-scale print.
Timeline
The Water&Gold logotype was completed in about two weeks. However, branding projects can vary greatly depending on client responsiveness — some identity designs take a couple of months or more to develop.
The Water&Gold logotype was completed in about two weeks. However, branding projects can vary greatly depending on client responsiveness — some identity designs take a couple of months or more to develop.
By focusing on strategy, adaptability, and collaboration, this project resulted in a logotype that will serve Water&Gold well across its evolving brand landscape.
Case Study: Credo Higher Education presentation
When it comes to presentations, people often feel the most empowered to unleash their “inner designer.” But while PowerPoint is intuitive, it can also lead to poorly crafted slides — from overwhelming walls of text to overused fonts and "SmartArt."
As a designer, my job isn’t just to make slides look better — it’s to ensure they communicate effectively and try to tell a story while maintaining a cohesive, brand-aligned visual system.
Approach
Each slide or larger slide deck is unique, but most fall into one of two categories:
Each slide or larger slide deck is unique, but most fall into one of two categories:
1. The core concept and visuals exist, but need help making them better.
2. The message is clear, but it lacks strong visual communication.
2. The message is clear, but it lacks strong visual communication.
For Credo, I started by reviewing their brand assets — website, collateral, and identity guidelines — to ensure the presentation reflected their established voice and aesthetics. I identified key design elements, such as gradient textures, infographic styles, and iconography, to maintain consistency across media.
With a strategic foundation in place, I tackled the slides one by one, refining layout, structure, and visual hierarchy.
Vision
Many designers dislike PowerPoint because it lacks the finesse of Adobe tools. And they're not wrong about that! But effective presentation design isn’t about the software — it’s about envisioning information clearly.
Many designers dislike PowerPoint because it lacks the finesse of Adobe tools. And they're not wrong about that! But effective presentation design isn’t about the software — it’s about envisioning information clearly.
Key principles I applied:
• Reduce cognitive overload: Viewers can't read heavy text while listening. Simplify slides to reinforce key messages, not compete with them.
• Prioritize storytelling: Replace dense copy with visual metaphors, key phrases, or split content across multiple slides for better engagement.
• Leverage animation sparingly: Motion should enhance understanding, not distract. Used correctly, it can guide attention and break up monotony.
• Make data visual: Instead of generic charts, I explored infographic-style storytelling to make complex ideas more digestible.
• Reduce cognitive overload: Viewers can't read heavy text while listening. Simplify slides to reinforce key messages, not compete with them.
• Prioritize storytelling: Replace dense copy with visual metaphors, key phrases, or split content across multiple slides for better engagement.
• Leverage animation sparingly: Motion should enhance understanding, not distract. Used correctly, it can guide attention and break up monotony.
• Make data visual: Instead of generic charts, I explored infographic-style storytelling to make complex ideas more digestible.
The goal? A seamless transfer of information that enhances audience engagement and delivers a stronger ROI for the event.
Timeline
Presentation timelines vary, with most design work happening in the final stretch. For Credo, I had under three weeks to overhaul a 130+ slide deck, completing 90 slides (~70%) due to budget constraints. The final design system provided them with a template for future content, ensuring long-term consistency and usability.
Presentation timelines vary, with most design work happening in the final stretch. For Credo, I had under three weeks to overhaul a 130+ slide deck, completing 90 slides (~70%) due to budget constraints. The final design system provided them with a template for future content, ensuring long-term consistency and usability.
By balancing design, strategy, and communication, this project transformed Credo’s slides into a cohesive, visually engaging presentation — one that not only looked better but enhanced the speaker’s impact and audience comprehension.
I hope these case study overviews give you insight into my design process and approach. If you're looking for a designer, I'd love to connect and explore how we can collaborate. Please feel free to reach out!