"I'm a big believer in trusting your intuition. You know the feeling when, on paper, option one seems more rational, a little more sensible, yet something about option two just feels right. You can’t quite put your finger on it, but it draws you in it. It’s exciting. It’s compelling. You know it’s "The One". It’s almost as if the decision has already been made, and all that’s left now is to follow that pull.

 

That’s a feeling I’ve always been intrigued by; the push-pull between logic and emotion. And ultimately, it’s led me down the path I’m currently on – the path of branding and design, and naturally, approaching both realms strategically and with human experience and emotion at the forefront.

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As a child, I loved collecting swing tags, brochures and business cards. I was obsessed with textures, finishes and materiality that made even the most mundane items feel special. It wasn’t just about what they looked like; it was about how they made me feel. (And yes! I still have an ‘inspo drawer’ filled with all these eclectic little treasures; a physical reminder of how deeply I’ve always been drawn to thoughtful, tactile experiences.)