Each logo project starts a little differently, but the focus is always the same—understanding how the mark needs to function and what it needs to communicate. From there, the process becomes one of refinement—exploring form, typography, and proportion until it feels resolved.
I tend to gravitate toward simplicity, not in a minimal-for-the-sake-of-it way, but in a way that creates clarity and longevity. The goal is always to create something that feels considered and adaptable—something that will hold up across different contexts over time.