Before a project becomes a design or a website, it has to exist somewhere less defined. A place where the shape can move a little. For me, that place is Notion. I don’t use it in a productivity sense — no dashboards, no complex systems. It’s more like an open table where I can lay things out before they become fixed. I keep a working space in Notion for Circle Electrical. It isn’t polished. It’s just a loose stack of stages: discovery, customer definition, naming, visual iden

Before anything visual happens in a project, I spend time working out the order of things. Not the layout, not the typography — the messages. The hierarchy underneath the language. It decides what the reader notices, what they ignore, and what stays with them after they leave the page. It always starts the same way: I try to understand the one thing the business is actually trying to say. Not the long version they give me on a call, but the line that sits beneath it. Every pr

Most projects arrive in the same vague shape: someone wants a new site, or a refresh, or “something that feels clearer.” The request is almost never the real problem. The real problem is the thing underneath — the part they can feel but haven’t named yet. That’s where I begin. The first conversation is mostly listening. Not for deliverables, but for tension. What’s out of alignment? What’s confusing them? Where’s the drift between how they see themselves and how their brand c

One of the early threads in my digital marketing course has been the relationship between tools, platforms and the way we think while we’re working. Over the past few weeks I’ve been exploring that intersection — partly out of necessity, partly out of curiosity — and it’s already reshaping how I approach digital projects. I’ve spent time with different CMS platforms, each one revealing something about structure and process. I’ve used Wordpress on and off for years, but recent

Before I publish too much here, I need the foundation to feel right. Not perfect — just intentional. Structure is part of strategy, and the way this site is organised should reflect the kind of work I actually do: thinking, shaping, clarifying, making. So today I sat down and mapped the core categories that everything on this site will eventually lean on: Content Strategy, Marketing Strategy, SEO & Discovery, Process & Tools, Learning in Public, Journal, Case Studies, and Des