A curated selection of work built on bold visuals, clear structure, and modern design thinking.
Build the Campaign System
Build the Visual Direction
I turn research into visual possibilities through sketches, mood variations, typography tests, layout studies, and early campaign ideas. This step is about exploring multiple directions before refining the strongest one.
Research the Signal
I define visual rules that make the concept repeatable: color, typography, layout, image treatment, and graphic motifs. This creates a flexible system that can adapt across formats while still feeling like one campaign.
I start by studying the audience, context, competitors, references, and constraints. The goal is to identify the design needs to communicate before deciding how it should look.
Research Output
AUDIENCE
Holiday Shopper.
BRAND CUES
Warmth, ritual, recognition.
DESIGN NEED
Festive system with strong Starbucks recognition.
OUTCOME
Moodboard, word lists, sketches, type exploration.