I design brand identities and visual systems for early-stage businesses. Eleven years in brand and identity work — agency first, now running my own small studio. My coaching sessions are with founders who need an outside eye on their brand before or after a design engagement. Most founders engage a designer before they know what they want and then spend months going in circles. I help them get clear first: who is this for, what do you need it to do, what does it absolutely have to signal. Then the design conversations are much shorter.