Every project runs through three phases: explore the problem, experiment with solutions, execute with restraint. In that order, every time.
Explore
I start by digging into the problem. I question what the product is really trying to solve, who it is for, and why existing alternatives fall short. Only once the problem is understood do I collect references, curate directions, and set the visual bar for the project. You start with a clear reason your product should exist, and why users would switch.
Experiment
I iterate by creating as many variations as possible for each part of the design. I never settle on first ideas, no matter how good they feel. Every new iteration gets its own artboard, so the whole creative track stays visible. The strongest designs are always a mix of the strongest iterations, picked apart and merged into one. You get a design that ages with the company, not against it.
Execute
Most products try to stand out by adding more and end up standing out for nothing. I narrow the design to one to three details that define the product and push those to perfection. The rest gets stripped to its most elemental form. You ship a product where every feature earns its place. We impress with less, never more.