What I've learned from the past decade of designing and working with clients is that producing effective design that resonates is all about intuition and tapping into what the company wants and sees. There is always a picture, even if it's fuzzy... and it's my job to put several different versions of that picture in front of you.

When it does materialize, it has to make sense. It has to work. It has to mean something to you and work with your brand. It could be the coolest site in the world, but if there is no clear idea that permeates every element, it won't be nearly as great as it could be. In fact, it could fail.

The goals of a website, postcard, logo or product must be defined. What do you want to say with it? What are you offering exactly? The design needs to say everything for you. And it has to say it in a simple, elegant way.

Your core idea is the invisible layer that is above and below every color and shape we use, the photography, the typography; the idea is the glue that holds it all together. How do you want to represent your business? If your site were a room in a house, what room would it be? Do you want people to relax there, or get in and get out? Developing a solid creative concept is a vital part of how everything will work together.


more on creative process >>