Creative Process

Where Do You Go to Create?

Creativity lives differently in each of us—it's as personal and varied as our DNA. Some artists feed their soul with a steady stream of imagery, music, movement, and magic. For me, inspiration doesn’t always strike in a flash of beauty or brilliance. In fact, when I encounter something truly masterful—whether it's a song, a painting, or a design—I don’t immediately feel inspired. I feel humbled. Sometimes even small.

Because the truth is, great art often leaves me in awe. It reminds me how vast human imagination can be. It makes me pause and whisper, “How did they think of that?”

Still, I feel grateful to be part of that same creative ecosystem. Lucky, even, to call myself an artist among artists. My process isn’t mysterious, but it is intentional. Whether I’m building something solo or collaborating with a team (which I prefer more and more these days), I always rely on a few core steps:

• Objective: What are we trying to say or solve? Especially for client work, this includes long-term brand vision.

• Research: What’s out there? What’s working? What’s missing?

• Brainstorm: This could mean wild sketches, rough writing, loose comps—anything that gets the ideas moving.

• Edit + Direct: Refine the work. Shape it. Sharpen the message.

• Present: Share it with purpose and presence.

I say “we” because so much of my best work comes from collaboration. From energy that bounces back and forth. From building with, not just for. And I don’t see myself going back to a solo act anytime soon.