I am fueled by the excitement of new projects with fresh possibility. Where some designers find project briefs and initial structure limiting, I feel they provide a comfortable space to explore new ideas. Without such a framework, my brainstorming could potentially wander, but this initial direction tailors my focus to the essential pieces for the design and becomes the catalyst for a productive research session.
One of my favorite steps in the design process is to research in order to learn as much as I can about a new project. I compile lists, notes, questions, and sketches with each thought leading to the next. It is here that my background in psychology shines through–I look for intuitive ways to achieve the goal and to encourage an expected behavior. For example, if a poster needs to attract more people to an event, I look for ways to create an eye-catching design that will quickly transmit the most important details: the event, date, location, and why they should attend. I ask myself, what is it about this event that will strike a cord with someone viewing the poster? It is quite common to find me intensely focused for a few hours of exploring and generating ideas and afterward bursting with excitement to share what I have discovered. This excitement propels my work forward and challenges me to create something that will exceed the client’s expectations. At this point, I am ready to start designing.
My design philosophy is centered on minimalism, questioning what will add value and removing everything but the essential. I consider why I want to make a mark before I decide where to place it. This allows the important aspects to remain and to clearly communicate their messages. I value creating designs that are composed of elements with purpose and thought, seeking to stimulate the eye and cultivate a response from the viewer. In a loud world full of clutter, I hope my work will stand apart as a breath of fresh air.