I started in-house doing brand and marketing design, then moved into building brand systems. What I loved was figuring out what clients actually needed visually — they'd arrive with a direction or a feeling, but not quite a system yet.

People bring me half-formed ideas and I get to turn them into something visual that actually works. A walkthrough that makes a feature click, an illustration that explains something. That part's the good bit.

I genuinely prefer working in systems rather than one-offs. There's something satisfying about asking why something needs to exist, finding where it fits, and building from there instead of just solving the immediate thing.