Before I decide how something should be seen, I try to understand what role it plays. I spend time forming my own relationship with the product; if I don’t feel something for it, the work usually gives it away.

So I start with the why, and the who. I think about how things show up on real days. Not as statements, but as choices. What draws a glance, and what eventually blends into habit. My process begins with context. What already exists around the product, and what it needs to sit beside. When something new lands on my desk, I imagine where it shows up long after the campaign has passed.

That’s usually where the idea settles, when the product feels natural beyond the frame.