I work with a mix of strategic thinking and visual craft towards relevance and resonance.

My practice is to ask the right questions to understand the why before deciding on the look and feel. That's shaped how I've worked, from building visual identities to designing experiences grounded in real user research, and creating systems and tools that help people navigate their worlds a little better.

Deeply motivated by world-building from narrative-driven IPs such as those by Hayao Miyazaki, Joe Hisaishi, and Arcane, a big part of how I think about design comes from paying close attention to things that genuinely move me.

Joe's score for The Boy and the Heron is minimalistic, almost restrained, yet each note fluidly carries the weight of the whole film. The way Miyazaki builds his worlds is such that the most minor character feels fully placed, not decorative. How Arcane makes every frame and its soundtrack feel inseparable. For me, that's what relevance and resonance actually look like.