When already in place I put emphasis on interpreting the brand identity into a spatial experience. Often, with new concepts, I have the pleasure of shaping that identity alongside with the marketing team and client. 

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I seek inspiration places, people, and most often a chosen narrative as outlined by the client. This narrative typically relates back to the name behind the business.

 

So my creative process often begins with this story - written or told - followed by physical or digital collage. I like to use a combination of diagrams and quick sketch to propel the iterative process.