The Quiet Billboard
Notes from the studio on process, references and the small decisions that shape a project.
Every project starts long before the first sketch. It starts with a walk, a conversation, a photograph saved months ago without knowing why. This journal is where I keep those fragments.
Start with a feeling
Before choosing a typeface or a colour, I try to name the feeling the work should leave behind. Calm, precise, playful — one word is usually enough to settle a hundred small decisions later.
From there the work becomes a series of subtractions. What can go? What is only there because it is expected? The answers are rarely obvious, but they are almost always simpler than the question.
Make it, then make it quieter
The first version is loud on purpose. The following ones remove, align, and slow things down until each element earns its place.
