Prudence Theuri

The thread running through the work is strategy: not what something looks like, but what it is doing, who it is for, and what happens because of it. I tend to start before the brief, in the market context or the structural problem, rather than at the brief itself.

I follow business strategy and geopolitics for the same reason I care about design: both are about how decisions get made and what they produce in the world. That interest shapes how I read a brief and where I think the real problem usually sits.

I am building a practice around work that is strategic rather than decorative. Not the kind of work that calls itself impactful because it looks good in a deck. The kind that has a clear theory of what it is trying to do and follows that through.