Graphic design uses a multitude of visual devices in order to communicate a particular brand, entity, or message to the viewer. That being said, it is more than just words and images on a poster. I view it as a mashed up melting pot of photography, illustration, typography - an embodiment of ideas. Working with clients and organizing all of these elements can be daunting. What a client wants, and what the designer envisions are often times two totally different ideas.  As a designer I embrace the challenge of orchestrating a creative and functional design that embodies both the client’s views, and my own. 

When preparing for a project I find it is imperative to think outside of the computer first. After being given a project sketching, researching and finding inspiration are all my starting point. Then comes the message, I ask myself, what is the point? What am I trying to communicate? Once the fundamentals are set, that’s when I begin creating.

     Typography is the most important element of my work. It allows ideas to be communicated clearly while demonstrating the particulars of a brand or style. I believe the relationship between typography, the ideas that it is expressing, and the viewer is an intimate one. Whether it be through the logo-type, type layout, or even just making or choosing a font, typography is the information source, and it should be the primary focus. Once I execute the typographic process I move on to the rest of the piece. Everything I add to the work is meant to compliment the information it provides.  With this approach, the client’s voice is never lost and my designs organize the information in a way that is unique and stylistic, creating a harmonious conjunction of two originally separate ideas.