Every project starts with understanding what you want to achieve. This is done with any one or more creative creation tools, designed especially for the purpose of finding, understanding and establishing ideas.

This is a project's most important step, it sets expectations, milestones, outlines goals, and identifies the projects visual identity. Without it, establishing a correct path to follow becomes cumbersome and costly for all parties.


Commonly used in Illustration, is the most versatile tool for concepting a project. It finds it's way in almost all my projects at this stage

Mood board

Commonly used in Graphic Design and Advertising, implies using images, text and colors on a board to figure out overall themes and visual feel of a project

Site map

Commonly used in Web Design, is a connected representation of a web page or app's interface hierarchy and linking, to figure out the overall structure


Commonly used in Motion design, is the process of setting story beats that the media can follow to determine story structure


The last stage is execution, where all previous efforts culminate in the finished product. This however isn't the end, most media products today, need post-release communication management to make sure the intent is correctly understood, the product value is maximized and attitude is maintained.


With the advent of social media, it's become more important than ever to monitor, understand, analyze and reflect over the reception of a visual product.


It's worth noting that all visual products are cultural extensions, to varying degrees. All succesful visual products were designed to or have regardless made a impact on culture. 


Competent design today is past the point of just making things. Today's design makes things happen. Design should flow, scale, and evolve with it's audience and source.

Social media

When most people say social media, they think of Facebook. But social media is platform independent. Social media is a conversation with the people that matter to your business. 


The second step is research and experimentation. This step depends on the project scope, sometimes one aspect is enough, other times experimenting with variations is a must.

Concept Art

Commonly used in Illustration, is the standard method for developing characters, environments, or any kind of production assets to serve as argument for further development.


Used in all areas but most common in Graphic Design and Advertising, serves as an argument for concepts and design decisions, to make sure that the product is relevant to it's goals and target 


Commonly used in Web Design, is a structural representation of web and app pages, to figure out what user interface elements go where and why

Art Boards

Commonly used in Motion design, is the process of sketching the action of keyframes and story beats