I’m a designer and strategist who likes making sense of messy things. Whether it’s turning research into something clear, designing brands that don’t look like everyone else, or rethinking a user flow that… actually flows, I move between strategy, innovation, and visual design. I always start with curiosity and aim for something that works, and maybe even makes someone’s day.

I don’t think of design as decoration. I think of it as a tool for clarity, connection, and actual impact. Impact on people, systems, and occasionally on awkward UX interactions. That means asking better questions, staying close to the problem, and never assuming there’s only one right answer. I like structure, but not rigidity. I love aesthetics, but not ego. And I believe good ideas don’t perform. They make sense.

Perma is where curiosity meets structure. No templates. No shortcuts. Just thoughtful, intentional work shaped by empathy, context, and a long view. Whether it’s building a brand from scratch or redesigning a service, the goal is always the same: meaningful ideas that connect and last.

Let’s have fun. Val