Design is not just what it
looks like and feels like.
Design is how it works.
Steve Jobs, co-founder of Apple, Inc.
Designer
I believe that good design is based on a strong purpose, which defines function, that drives the look and feel and should ultimately create a personality that forms a thoughtful relationship with the consumer. And understanding the difference between fad fashion and sophisticated style and when to apply them is the designers most important role.
In a word. Eloquent. A designer has only achieved perfection not when there is nothing left to add, but when there is nothing left to take away.*
* Attributed to Antone de Saint-Exupéry
Design Portfolio
This is just a small sample of my design work. If you don’t see something that meets your criteria, just ask, I’m sure I have something on file that does.
Process
> Learn
I will draw the deep insights that help us create and target creative that move the needle. In addition to reading any research you have compiled, I will find secondary research and will ask a lot of questions. The best way to find the strongest idea is to completely understand what motivates your audience and that means understanding them at a deep level.
> Think
Creativity means solving problems and finding opportunities. Of course, I deliver creative executions. But some of my most innovative ideas come from a strong positioning and strategy. A lucent design comes from a full understanding of the core brand and direction.
> Create
Great creative is more than an attractive logo, collateral piece or a clever line. It’s the art of transforming all that I’ve learned into a visual representation of the brand and the compelling idea. I explore a variety of avenues when creating executions. Many will end up on the cutting room floor. But years of experience enable me to reach a realistic execution with greater efficiency.
> Evaluate
The goal is not to just produce a creative product that you are simply happy with, but ecstatically proud of and excited to show your audience. Sometimes this takes refinement and adjustment. This is an important part of the process and necessary for producing the best creative possible.