The design work starts by understanding the client's message and functional goals. In many cases, I am working within an organization's existing brand guidelines. Next, I use the assets and parameters provided to create a world on wheels that checks the following boxes: 1. Elevates the org/ brand 2. Appropriately honors and celebrates the cultural/ community event the float is for 3. Tells a unique story that sets each float apart from each other Ideation usually happens through rough pencil sketches. Then, I refine the concept in digital space. I use programs like Adobe Photoshop, Adobe Illustrator, Rhino, Keyshot, and ProCreate.