Honesty is the job.

Not just in how I work with teams and clients, but in how I approach every project. I start by getting clear on what’s real: What’s working. What’s not. What people actually care about. Good research isn’t about filling slides, it’s about uncovering the truths a brand can stand on. That’s where the story begins.

This grounded approach is especially vital for new startups striving to define their voice and purpose, or a mature brand aiming to shed outdated perceptions and realign with what truly matters to their customers.

Design and storytelling are how we distill those truths–not to spin them, but to reveal them. I’m not interested in polish for polish’s sake. I’m interested in clarity. In resonance. In work that feels grounded because it is.

And when you see your brand with clear eyes, your audience will too