Designing a branded space is the most honest test of a brand strategy: you can't hide behind good typography when someone is standing inside your story. I was first handed that responsibility early in my career — tasked with designing an entire office environment — and it became a discipline I've pursued deliberately ever since in diverse formats. From modular in-store installations to full-scale interactive trade show exhibits to nonprofit office renovations, my process starts the same way every time: with the story the space has to tell.