Designing the experience, whatever the medium.
From spaces people step into — to screens they move through. Same brain, new medium.
I spent three years turning briefs into experiences — luxury weddings, social events, and the moodboards, branding and spatial systems behind them.
What I learned designing rooms turns out to be exactly what digital design asks for: understand the person you are designing for, build a system that holds together, and guide them through it with intention.
A wedding is information architecture you can walk through — an entrance that sets a tone, a flow that moves people from moment to moment, a hierarchy that tells them where to look. Swap the floor plan for a screen and almost nothing about the thinking changes. I am now bringing that thinking to branding, web and UX — and this site is the first piece of evidence.
Four things I hold to.
- Decide once, reuse everywhere
- Consistency is a feature
- Tokens over one-offs
- Design for the person in the room
- Clarity beats cleverness
- Guide, never confuse
- Emphasis only when earned
- Motion that means something
- Nothing decorative for its own sake