GRACE

Building a brand without a defined backstory is where true creativity comes into play. When there’s no clear narrative to draw from, it’s up to the designer to shape one — to listen closely, ask the right questions, and uncover the hidden potential. Maybe it’s in the product’s origin, the people behind it, or the feeling it evokes. It requires imagination, intuition, and strategy to weave together visual elements like color, typography, and imagery into a story that feels authentic, intentional, and memorable. I love the challenge of taking something undefined and giving it voice, personality, and presence — creating a visual identity that not only stands out, but speaks volumes.

There’s just something magical about seeing your designs in print—it’s like spotting a hybrid baby animal you helped create, out IRL. Whether it’s a glossy magazine cover, a feature tucked inside a publication, spotting your work out in the wild never gets old. True Story: Spotting it on a bench when you board your next flight is a humbling joy. I’ve definitely torn out a page (or five TBH) to keep as a trophy. Little keepsakes that serve as both mementos and motivation. That sticks.

Social Media is the mega giant of today’s digital world and it holds so much weight and information for any brand. We turn to social media for all things digital and

“Pay attention to what you’re passionate about when no one is paying you.”