“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 an event brief, I always ask myself if the idea or design has genuine feeling and, more importantly, does it give audiences the 'FEELS'. From concept through to delivery, my creative philosophy centres on crafting experiences that resonate deeply and authentically, which is why every concept must pass this powerful framework to create truly meaningful connections:

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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.

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The Joy of Memory is a striking metaphor that visualises the FEELS Framework through a memory foam heart. Set against vibrant fluorescent yellow background, the piece illustrates how meaningful experiences leave permanent emotional impressions that transform us, even when those changes remain invisible to the naked eye.
To view the project in full, click here