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I help brands in two ways: translating strategy into tangible design direction (Imagination), and setting up a process that can sustain that excellence independently (Illumination).
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IMAGINATION
I bridge the gap between brand strategy and visual execution. By translating your brand DNA into specific aesthetic principles and creative direction, I give designers a clear framework for making choices that authentically express who you are.
THE CHALLENGE
You know who you are as a brand, but translating strategy into tangible design feels like a black box. Your team struggles to connect brand values to aesthetic choices. Design becomes about copying competitors or following trends instead of expressing your unique character.
WHAT I DO
We bridge the gap between brand strategy and visual execution. By translating your brand DNA into specific aesthetic principles and creative direction, we give designers a clear framework for making choices that authentically express who you are.
HOW IT WORKS
UNDERSTAND | Audit current brand expression, identify strategic positioning, map competitive landscape, define authentic character
ENVISION | Explore aesthetic territories, connect strategy to visual language, test design principles, validate with stakeholders
ARTICULATE | Document creative direction, define aesthetic principles, create decision frameworks, establish design language
IMPLEMENT | Guide initial applications, support design teams, ensure consistency, measure effectiveness
DELIVERABLES
Brand Character Definition | Strategic Design Brief | Design Identity Principles
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ILLUMINATION
I build your team's capability to think strategically about design. Through systematic methodologies and brand-driven frameworks, your designers learn to make decisions they can defend, create work that aligns with strategy, and move faster with confidence.
THE CHALLENGE
Your designers rely on gut instinct because they lack structured frameworks. Projects stall in endless revisions. When leadership asks "how does this support our brand strategy?" the team can't articulate the connection.
WHAT I DO
We build your team's capability to think strategically about design. Through systematic methodologies and brand-driven frameworks, your designers learn to make decisions they can defend, create work that aligns with strategy, and move faster with confidence.
HOW IT WORKS
DIAGNOSE | Assess current capabilities, identify skill gaps, map design processes, define learning needs
CUSTOMIZE | Tailor methodologies, adapt to your context, set clear objectives, design learning pathway
ENGAGE | Facilitate workshops, teach frameworks, practice application, build confidence
INTEGRATE | Embed in workflow, support implementation, create reference tools, measure adoption
DELIVERABLES
Design Process Frameworks | Team Reference Materials | Implementation Support
