From Idea to Launch: My Creative Process Explained

Every project I take on starts with a simple spark — a thought, a problem, or a challenge that feels worth solving.
Sometimes that spark comes from a brief; other times, it’s from a conversation, a visual reference, or even a moment. Whatever the source, I’ve learned that ideas rarely arrive fully formed. They start as fragments, and the process is about shaping those fragments into something meaningful.

Over time, I’ve built a creative process that keeps me grounded through that chaos. It’s not rigid or formulaic, but it gives structure to the uncertainty that comes with every new project.

Here’s how I approach design, from the first idea to the final handover.

1. Discovery and Direction

Every project begins with understanding. Before I even think about visuals, I try to learn as much as I can about the brand, audience, and context.
That means asking questions — lots of them.

What does success look like for this brand?
Who are we trying to connect with?
What should someone feel the moment they land on the page?

During the rebrand of MARCHON™, this stage was everything. The team already had a strong identity, but it needed to evolve. Understanding the brand’s deeper purpose — not just what they do, but why they do it — shaped every design choice that followed.

The discovery phase isn’t glamorous, but it’s where the real clarity comes from. When the direction is solid, the design flows naturally.

2. Sketch, Wireframe, Explore

Once the goals are clear, I move into exploration. This is where ideas start to take shape.

Sometimes that means messy sketches in a notebook. Other times it’s quick wireframes or moodboards that set a visual tone. I like to move fast here, keeping things fluid and imperfect. It’s about momentum, not polish.

In Figma, I’ll block out layouts, play with rhythm, and test how typography feels in different combinations. I’m not looking for perfection at this stage — just clarity.

The best ideas usually appear when I stop overthinking and let curiosity lead the way.

3. Building the Visual Language

Once the structure is right, the visual identity starts to form. This is where tone, energy, and craft come together.

I think of this stage like setting the atmosphere in a room. Colour, type, motion — each element plays a part in shaping emotion.
For example, when building assets for ATHX™ Games, the challenge was to capture the intensity and emotion of competition without losing clarity. Every design decision had to balance grit with precision.

I spend a lot of time refining here. Adjusting hierarchy, testing layouts, checking balance. This is the part of the process where the work starts to feel alive.

4. Feedback and Refinement

No design exists in a vacuum. Feedback is essential — not just from clients, but from trusted peers and teammates.

I’ve learned to see feedback as collaboration, not criticism. Sometimes it reveals blind spots, and other times it confirms instincts. The key is to filter what strengthens the work and let go of what doesn’t.

The most productive projects are the ones where there’s open dialogue and shared trust. When everyone’s aligned on purpose, the process becomes less about defending design and more about refining it.

5. Launch and Beyond

Launching a project is always a mix of excitement and nerves. It’s the moment where everything leaves your hands and meets the world.

But the work doesn’t stop there. I always take time to observe how people interact with what’s been created — what works, what could improve, how the design evolves in the wild.

Design isn’t static. It’s alive, shaped by real people using it. And that’s the most satisfying part of the process: watching something you’ve built become part of someone else’s world.

What I’ve Learned

If there’s one thing I’ve learned from years of creating, it’s that process is less about control and more about rhythm. You find your flow by showing up, exploring, refining, and letting the work guide you.

Every project teaches me something new. Some sharpen my instincts; others test my patience. But the constant through all of it is curiosity — that need to understand, simplify, and make something that feels right.

The best projects don’t just solve problems. They tell stories. They connect with people.
And that, to me, is what good design is all about.