I find logo design one of the most challenging areas in my career. A logo is generally the first visual identifier for a company – for a product, a program or an initiative. While logo development tests the creative process, it is important to always keep the client's end needs  first at hand when exploring possible solutions.

I approach logo design as a puzzle – each unique to the individual client. I begin by listening to the client – to fully understand their goals, desires and challenges – next I research relative competition, and then I begin sketching ideas. Part exploration, part instinct, this approach offers me a better sense for what the mark should feel like, how it should look – that the logo speaks on behalf of the company and resonates with the brand being set. Only by moving forward and evolving the brand do you see it come to life.

"It's the little details that are vital. Little things make big things happen."
 –John Wooden

Nothing shows that more than uniquely designed stationery. To me, this is the next logistical step in brand development and serves as part of the backbone of a company's presence, if you will. 

I encourage clients to take hold of the possibilities available with stationery design - to let the trademark stand out, to let the colors, texture and typography shine through as we continue to evolve and refine their brand. It's attention to these "little details" that help in maintaining a company's foothold in the marketplace.

Not to mention, the anticipation of creating that next "diamond in the rough" that stands out from the stack of daily correspondence and garners the attention of important audiences .

Editorial design is more than just words and pictures on a page. It is the symbiotic relationship of copy, typography and image that draws the audience in and helps the viewer to easily navigate and comprehend the information in sight.

I find it more than rewarding to take client copy and imagery and apply a keen, artistic understanding of layout, arrangement and spatial relationships between the various elements to deliver a dynamic piece that meets with the client’s expectations. It is that complementary compromise and process that creates the  most functionally aesthetic and interesting articles.

Creating in the 4-D realm offers a real hands-on approach in design where I literally roll up my sleeves in order to carry out a client’s vision - and create the setting for that face-to-face contact that is so important in business partnerships and client relationships.

Framing structures, stretching canvas, working with fabrics, applying vinyl, setting up on-site – all key components in delivering custom exhibits and displays, events graphics and signage that come to life in support a company’s goals.

Who doesn't love a good story?  

I know I sure do – and I especially love helping clients tell their stories through well-designed company brochures and collateral materials. From compelling covers to strategically defined interior spreads, my goal is to help my clients capture, retain and inform their audience's attention.  Working directly with the client, my first step in the design process is to begin building the foundation on which the project will be developed. I start with the following questions: 

1 | The client: What does your company stand for and what challenges does it face?

2 | The target audience: Who is your target audience and what do they need?

3 | The common thread: What does success look like for you and for your intended audience?

After gathering this information, I’m ready to begin creating, always with the end goal of delivering a stunning, smart piece that will effectively communicate the client’s message and have the kind of staying power the client desires. For me, this is the beauty of brochure and collateral design. Whether you have a large or small budget, I can deliver creative solutions that will let your products/services shine through . 

"What separates design from art is that design is meant to be functional." – Cameron Moll

In creating websites, I have learned that functionality combined with strong design are key to  an engaging, robust online user experience. Clear content, strong messaging, succinct design, and responsive setting throughout translates to a valuable communications outreach tool.

From the start of any website project, it is the planning, the communication - and more planning - with the client that results in not only a successful website, but also an online platform for the company to continue to grow.    

What emotions can we evoke in 2-3 seconds?

In the following ads and poster designs, I considered this question an exciting challenge to take on. Working with the various clients, the end goal was to clearly convey their message through strong copy and visuals, to break through the everyday clutter of information overload and garner a reaction from the targeted audience.