My Approach
Every designer has their own way of working, there’s no single “right” approach as long as the results meet the needs. Over the years, my approach has always been about bringing a sense of craftsmanship to my work, and also about enjoying the process, because when you truly enjoy what you’re doing, it shows in the final results.
For me, once I’ve carefully studied the client’s brief, it’s very important to start by working with pencil and paper before moving into digital tools. Sketching is a key part of my process, it makes it much easier to find interesting shapes and ideas, which can then be developed digitally, whether in 2D using Illustrator for a final finish, or by moving into 3D with Cinema 4D and rendering later in Redshift, depending on the needs of the project.
There is something about traditional methods that makes thoughts flow more naturally straight onto paper, rather than starting directly in digital tools. For me, it’s ultimately a shortcut. Whether I’m designing a logo, a poster, or even a website, the pencil is always the fastest way to create, explore, and organize ideas before refining them digitally.
Sometimes I work using purely traditional techniques, and other times I combine those traditional methods with digital workflows. For example, when working in 3D and refining textures and materials, there are occasions where I develop those textures using traditional techniques, such as acrylic painting, and then integrate them into the digital process.
In 3D projects, when the brief requires animation, I study the necessary movements and camera work, along with composition, lighting, and other key elements, in order to create a storyboard. I then usually compile all these visuals into a presentation so the client can clearly see the direction the project is heading before moving on to final renders. This helps align expectations early and significantly speeds up the overall process.
Occasionally, for interactive 3D projects, I work in Spline, which is also a very intuitive software if you have experience in 3D environments, allowing you to achieve some really interesting results.
Ultimately, my work is focused on achieving the project’s objectives while also enjoying the process, as I believe this adds something extra to both the project and the final result. Although I am familiar with AI tools, for me they are just tools that I integrate selectively into my workflow, mainly to organize ideas, create moodboards, or make small refinements.
I’m sure that over time these tools will play an increasingly prominent role, but I will never forget the art and craft aspect of design. That is what ultimately makes me enjoy my work and allows me to bring that special something to the final outcome of each project.