Across the brands I've designed for — an earthy luxury clothing label, a neon cocktail brand, a maroon wellness tea shop, a red-and-black streetwear line — the palettes couldn't be more different. What stays constant is the process I use to get there.
I start with the feeling the brand needs to land — craftsmanship, nightlife energy, quiet strength — and build the palette, type, and component rules around that feeling first, before any screen gets designed.
That's what makes six very different-looking brands feel equally considered.