Do you have any brainstorming rituals?
Brainstorming starts with casting a wide net, global design, fashion, music, and tech, because the best ideas come from outside the category. I always dedicate time to interrogating the brief, stripping away the noise, and staying relentless until the core idea surfaces. I’m also guilty of obsessing over hex values and typesetting details most people will never notice. And yes, the whole process is powered by a rotation of Coke Zero mini-cans and energy drinks. Consider it organized chaos, but it works.

How do you stay up-to-date with industry trends?
I don’t “track” trends. I draw from roots in consumer design and apply those lessons in healthcare in ways that feel authentic. Trends fade. Principles last. When you know the foundations of brand building, you can adapt them to any industry and any medium.

A real trend never starts in the noise. It begins with trailblazers who take risks with new platforms or technology to deliver something undeniable. The experiment isn’t what defines it. What counts is when that work raises the bar and forces the rest of the industry to adopt it.

This season, we’re celebrating the small shops with big ideas that “create the current”. What feels like it’s gaining momentum in the industry right now?
AI is giving teams space to focus on design with intent. The work moves faster, yes, but more importantly, it creates room for deeper consideration. We’re pivoting from “time spent making” to “time spent refining,” and that shift is raising the bar for what thoughtful design can be.

What is your evaluation process for projects this year?
I evaluate work on what holds up under pressure. The idea must be clear, defensible, and scalable. The execution must reinforce the concept at every level. If either breaks down, the work doesn’t meet the standard.

It’s your last chance to put your big ideas in front of experts like Jay. Enter by this Friday, Sept. 12th before it’s too late.