DESIGN PHILOSOPHY

Design is about effective communication. It is the designer's responsibility and privilege to translate the client's information and ideas into an organized and visually interesting presentation that will engage the audience long enough to inform them and inspire action. 

All successful design begins in the mind of the designer, and is based on information. For that reason, I request a detailed project brief, including the target audience and project objectives. If not provided, I ask about their history and competitors. I provide thumbnail sketches and user scenarios or storyboards before we move on to creating comps, or finalize a design or even the production method. I always build reviews, user-testing, and approvals into the production schedule. New clients quickly learn that these steps will ensure that they engage their audience, get better results from a call to action, and save them time and money.  

As a designer, my strengths include concept development, imaginative use of images, typographic design, illustration and iconography, and branding. My years of publication and website design have also taught me a great deal about user-centered design: writing with clarity, organizing information, building navigation, and user-testing.

As an art director, I excel at creative troubleshooting. I help my team find a starting point for inspiration, foster collaboration, and motivate designers to try alternative approaches. I genuinely enjoy brainstorming design solutions and storytelling with clients and designers. I look forward to the moment when my client says, "Yes! That’s what I imagined."

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Learn more about my experience as an art director, designer, and instructor in my resume