MY PROCESS

Freya started with a question: how could a digital styling tool help people get dressed using what they already own? I developed the concept through research into fashion overconsumption, competitor analysis, feature strategy, and audience needs.

IDEATION
Every project begins with a spark. My ideas are often shaped by what I’m noticing day to day: shifts in culture, things people are drawn to, patterns in behavior, and the tension between what feels current and what feels deeply human.

DEFINING THE BRIEF

Once the initial idea is there, I start shaping it into something more concrete. This is where I define the objective, clarify the problem, and understand what the project is really trying to say or solve.

RESEARCH, RESEARCH, RESEARCH

Research is where the project becomes grounded. I want to understand the subject from every angle, market context, audience, cultural relevance, pain points, and visual landscape. Before designing, I need to know what already exists, what is missing, and where the opportunity is.

EXPLORATION
This is the most open part of the process, and my favorite. It’s where ideas can run wild, instincts take over, and nothing is off limits yet. Word banks, mind maps, sketches, references, and streams of thought all come into play as I follow the most interesting possibilities.

ITERATIONS
Once the strongest ideas start to emerge, I begin shaping them into something more structured. I sketch, build, test, refine, and repeat. Pushing the work further each time until the right direction becomes clear.

REFINING
This is where the work starts to sharpen. I test, question, edit, and adjust. I look closely at what is working, what is not, and what needs to be pushed further. Through feedback and repetition, the strongest direction becomes clearer.

FINALIZATION
This is where it all comes together. After rounds of exploration, feedback, and refinement, the work finally feels complete. I check every last detail, make sure everything is technically sound, and bring the project to its most resolved form — the moment where all the work pays off.

VIEW PROJECT HERE

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MY PROCESS

IDEATION Every project begins with a spark. My ideas are often shaped by what I’m noticing day to day: shifts in culture, things people are drawn to, patterns in behavior, and the tension between what feels current and what feels deeply human.

DEFINING THE BRIEF

RESEARCH, RESEARCH, RESEARCH

IDEATION
Every project begins with a spark. My ideas are often shaped by what I’m noticing day to day: shifts in culture, things people are drawn to, patterns in behavior, and the tension between what feels current and what feels deeply human.