I decide what a thing should be, where it should stand, and how it should be understood, then keep that decision visible through everything that follows.
What I do
Four kinds of work. Most projects use more than one. Each page says what gets delivered, how the work moves, and what a first step involves.
Websites, workflows and intelligent tools built around how information moves. I structure information, journeys and workflows, and turn them into digital experiences people can use.
Direction and Systems rarely happen separately. In these three projects, the same decision shaped both.
A venue only works when those five are treated as one decision, not five departments. The direction defined what the club was for; the system was how audience, operation and programming worked together, with the team, because neither side works alone.
The identity is what people do in the room, not what is written on the wall. Positioning decided what the bar stood for; the visual system and programming were how that decision reached the room.
My own site had to work as an argument, not a gallery. The direction sits in the positioning and structure; the system sits in the journey, interface and enquiry. The same site has to carry both.
Brand · Digital · Film · Space · Sound
The same thinking, applied to whatever the work actually needs.