Branding, at its best, is identity work made visible. When I work with a company or project, I start where I always start — with the question of who this is for, and what it should feel like to encounter it. A brand isn't a logo or a color palette. It's the atmosphere a company creates around itself: the tone of a sentence, the weight of a material, the particular feeling that lingers after someone interacts with it. My approach is intentionally minimal — a restrained visual language that doesn't overreach, and a logo that knows what it is without having to announce itself. I believe the most enduring brands are built on authenticity and trust rather than persuasion: people should feel that they've found something real, not been sold something. My background in sociology, design, and making means I can move across the full range of what a brand requires — from the conceptual framework that gives it coherence, to the visual and verbal language that carries it into the world. I'm especially drawn to brands built around a genuine point of view, where the aesthetic and the ethos are the same thing, not two departments trying to agree.