Philosophies
Discomfort by Choice
I only pursue what genuinely challenges me. When something starts to feel too familiar, it is not the right project.

Design for Feeling
Emotion lands before logic does. Whatever I make has to connect on a gut level before anything else.

Outside In
I draw from art, film, and culture then bring it to the work. The best references are never obvious ones that are from pre-curated websites.

Pursuit
Curiosity doesn't resolve, I approach every project like there's still everything to learn.

Bold & Weird
The idea that feels slightly off at first is usually the one worth pursuing. Playing it safe produces work no one remembers.

Taste is a discipline
It is not something you have or you do not. It is built slowly through exposure, reflection, and honest self-criticism over years.
Origin

