At the College for Creative Studies, I learned a simple truth that still guides every mark I design: a logo has to mean something, and it has to work everywhere. It should read at a quarter inch on a pen, hold up in black and white, and still feel confident at the scale of a building. That mindset shaped my process into a mix of storytelling and discipline.

I start by defining the idea the brand needs to communicate, then reduce it to a form that is clear, ownable, and easy to recognize. From there, I pressure-test the mark across real use cases, small sizes, dark and light backgrounds, print and digital, and even messy situations like embroidery or low-resolution applications. If it does not survive those constraints, it is not finished.

The goal is always the same: create an identity that feels intentional, timeless, and flexible. A great logo is not just a symbol, it is a tool that helps a brand show up consistently, build trust faster, and stay recognizable, no matter where it appears.