Design Philosophy

I am passionate about all things design. The feeling of excitement I get from a well-crafted logo, or a beautifully letterpressed invitation reaffirms that passion. But what’s always intrigued me about design is that, unlike a math problem, there is not necessarily one correct solution. Successful results come from a complex combination of end users’ needs and opinions, cultural connotations, market research, experimentation, and intuition. As a freelance graphic designer, I’m here to help you create a brand that you’re proud of and works for your specific needs.

I’ve been a graphic designer my entire adult life and every project is unique. However, each project requires a solid understanding of the context. Trends change, tools update, and processes evolve. That‘s why the ability to ask the right questions and continually think about a problem from the 360 degree view all the way down to the smallest detail is so important. Clear communication with the client every step of the way is critical, as well as collaboration with the entire team.

Questions to Ask

While it is important that the end result be visually pleasing, the functionality of a piece is most crucial. Does it connect with the audience target? Does the concept come across clearly and effectively? Will it enhance the your image and strengthen your brand? Is the navigation easy to understand and is there proper hierarchy of content?

Keeping the end goals in mind, a strong concept combined with unique imagery, color, and creative typography can be used to develop a superior design with impact. Refined interactivity or smart surprises can also be added in both print and electronic work to enhance the user’s experience and make the delivery fun and memorable.

As a freelance graphic designer, using these tactics enables me to produce results that satisfy both my clients and the end user. But it’s my passion for graphic design and problem solving that inspires the exploration and creativity needed to tell your story uniquely and effectively for maximum impact.