How I work

Every engagement starts with a call, not a sales pitch. A genuine conversation to understand what you're working with, what you need, and whether we're the right fit for each other. There's no cost for this.

I'll ask about your brand, your category, your timeline, and your budget. The more context you can bring to that first conversation, the more useful it will be for both of us.

Based on our conversation, I'll put together a proposal outlining the scope of work, the fee, the timeline, and the deliverables. For project-based work, I structure proposals in phases so you know exactly what's included at each stage and what each phase costs.

A signed proposal and deposit are required before work begins.

Before any creative work starts, I spend time understanding the brand, the category, and the consumer. This might involve a brand questionnaire, a competitor audit, a category review, or a positioning discussion, depending on the scope of the project.

For new brands, this phase sets the foundations. For rebrands, it's where existing problems are diagnosed. For in-house teams with a clear brief already in hand, this phase can be lighter.

With the strategy clear, I move into design. I sketch first and look at references before going near a screen. This is intentional. The best ideas don't come from staring at other packaging — they come from a wider frame of reference.

Concepts are presented with rationale. I'll explain the thinking behind each direction, not just show options and ask which one you like.

Once a direction is chosen, it's refined and extended across the range. This is where the detail work happens: hierarchy, typography, colour, imagery, variant structure, and the decisions that determine how the design will perform in production.

Client feedback is part of this phase. I share work in progress and welcome input. The best results come from genuine collaboration, not a big reveal at the end.

The approved design is prepared for production. This includes artwork specification, colour profiles, and a final review before files are released to print or manufacturing.

Depending on the scope, I can manage the production process: liaising with printers, managing press approvals, and ensuring the final printed piece matches the approved design. This is the stage many designers hand off. I stay involved because what happens between artwork approval and final print can make or break a great design.

For clients with regular or recurring work, a monthly retainer removes the overhead of quoting for every new task. The Herbal Extract Company is an example of this in practice: an ongoing relationship that now covers packaging, social, digital, and brand guidelines as the brand continues to grow.