“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Maya Angelou

: FEELS Framework

Version 1.0 | Overview

No matter whether it's a retail, brand experience or event brief, I always ask myself if the idea gives me the 'FEELS'. You know the one, where the hairs on the back of your neck start to tingle, your inner voice shouts "I want to make this!", or the collective excitement among the wider team suddenly increases in anticipation of a client presentation or submission.

From concept through to delivery, my creative philosophy centres on creating experiences that truly resonate with their audience, which is why every concept must pass the following FEELS test:

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F — Fast & Slow brain thinking

Understanding how people process decisions and interactions both instinctively and reflectively, creating journeys that engage on multiple cognitive levels.

E — Elevate the senses

Crafting moments that heighten perception through sight, sound, touch, taste, and smell to deepen engagement, foster emotional connections, and create lasting memories.

E — Enable technology

Implementing innovative yet invisible technology that creates memorable interactions without becoming the focus itself.

L — Language of design

Communicating through visual and verbal elements that speak directly to audiences in ways that feel natural and intuitive.

S — Sense of place

Designing environments that move people, changing not just how they feel in the moment but how they perceive the world and compelling them to share their experience with others.