I trained as a graphic designer, but the way I actually work is closer to a marketer and brand builder. I don't start with the logo. I start with the goals, the audience, the strategy and the honest question of whether the thing can hold its own in the market , because a mark that looks good and means nothing collapses at the first hard question. Design is the easy part once we know what we're designing for. Then I stay until it's produced, because a brand that only exists in a presentation isn't a brand yet. I work with a small, hand-picked group of specialists rather than a big team, so the thinking stays in one head and the craft stays in the right hands.