Designing marks that hold up at 16px and on a billboard, built around a clear idea rather than a trend.
Every mark starts as a constraint problem before it becomes a shape problem: who needs to recognize this, at what size, next to what else.
I sketch in volume first — dozens of rough directions on paper — then bring two or three into Figma to test at icon scale, on dark and light, and inside real UI chrome.
The deliverable is never just a logo file. It's a small system: a primary mark, a wordmark lockup, a monogram for small spaces, and the spacing and color rules that keep all three consistent wherever they show up.