I grew tired of how subjective branding can be — I’d be in a branding brainstorm and the co-founders would be arguing over what colors they liked…. it became a conversation about personal preference instead of what actually fits the behavior and movement of the people using the product.

That’s why I created the Elements Design Framework: to make branding more objective, strategic, and clear.

It gives all of the decision makers a structure to agree on before starting the branding process.

The framework is based on my deep understanding of the element’s natural energy: earth, air, fire, and water — they all move differently.

The elements bring more clarity to the process, and still leaves room for intuition, depth, and creativity.

Want to discover your brand’s element!?