Good design doesn't begin with a brief. It begins with a question: what do the people I’m building for actually need? I lead with research because every great design decision is grounded in something a real person has said, felt, or struggled with. That foundation shapes everything that follows.
My experiences leading design teams have shown that process is never just process. The way a team works together, and the culture that forms around critique and iteration, determine the quality of the output as much as any individual. I build environments where good work happens reliably. Where designers think clearly, move quickly, and make things that matter to the people using them.
