Why I Started a Journal

I've never been particularly good at putting my work into neat little categories. Some weeks I'm building a brand from the ground up. Other weeks I'm art directing a photoshoot, writing a marketing strategy, sitting in a PR meeting, photographing products, designing packaging or helping a business find the words to explain what they do.

To me, it's never felt like separate disciplines. It's all part of the same conversation.

Over the years, I've realised the projects I enjoy most aren't defined by the service I provide. They're defined by the people behind them. Founders with big ideas, family businesses built over generations, passion projects that slowly become something bigger, charities creating meaningful change or creative businesses finding their voice.

Those stories are what have always interested me, this journal is simply an extension of that.

A place to share the thinking behind the brands, the moments between projects, the creative process that rarely makes it onto Instagram and the lessons learned along the way. Sometimes it'll be branding. Sometimes marketing. Sometimes photography, PR or a project I'm quietly working on behind the scenes.

Not everything here will be polished. Some ideas will be half-formed. Others will become businesses, campaigns or identities you'll eventually see out in the world. I hope it offers a small glimpse into the way I think, create and solve problems. Less of a portfolio, more of a working notebook.

Thanks for following along.

Jasmine