sm’thing personal

How you think says a lot about who you are. Let me walk you through how I come up with Big Ideas and bring them to fruition. I’d be lying if I said that every project's process looks the same. Each client poses a unique and exciting set of challenges that influences the way I approach the project. Take an exclusive look behind the scenes of my creative process!

Let’s dive in…

  • Big ideas can come from anywhere—a movie, a shower, a good night’s sleep. The creative mind never stops. When inspiration strikes, it’s like finding gold. It all starts with the nugget of an idea worth diving in to. With time, it grows, oftentimes transforming into something entirely unexpected.

  • This step is super important for me. My teachers always said: “100, 10, 1.” It takes 100 ideas to find the great 10, and finally, the best one. During the Brainstorming phase, I go straight for my notebook; I sketch and mindmap and word bank and scroll through the internet researching. Deep research makes the strongest projects.

  • In this phase, chaos becomes order. If there’s one thing I’ve learned it’s this: organization is key. Once I’ve finished brainstorming, I like to take a step back and look at everything holistically. I sift through all the material I have generated, identifying and then arranging the most exciting ideas until I arrive at the right direction.

  • Armed with direction, I leap into creating. This phase looks different for every project—it might find me playing around in Illustrator, or exploring packaging forms, or working on website concepts in XD. In this step, I translate ideas into reality. The more options I have to work with, the better. I might create 50 logos just to arrive at the one that works best.

  • In this phase, I turn to my collaborators and ask for feedback. I value the input of others, which helps me to step outside of my work and see everything as a whole—aesthetically and conceptually. I create a unified presentation of the work, which becomes a tangible outcome. It sure is fun to watch it all come together!

  • Sm’thing meaningful.

    Sm’thing clever.

    Sm’thing inspirational.

    Sm’thing satisfying.

    Sm’thing new.

    Sm’thing creative.

    Sm’thing you’re proud of.

    Sm’thing to go on your website…