Brand systems built to live everywhere
Brand identity is where I live. I love the challenge of taking someone's idea for their business and translating it into a successful mark, then scaling that mark into a full brand system that holds together across a website, a deck, or a printed piece. When it comes to web design, I think in systems first. That's why working seamlessly with developers throughout the digital build matters so much to me. It's what makes the difference in the final user experience.
Getting to what a client actually means
Clients rarely hand you the real brief on the first try. What they say they want and what they actually need are usually two different things. Discovering the intersection of the two is my favorite part of the process. When I am working with a client for the first time, I make sure to ask the 'why' behind their decisions to make sure what I am planning to do will actually accomplish their goal.
With a background in marketing and advertising, I'm not just chasing what looks good, I'm thinking about what the design work needs to do. Every decision gets weighed against the bigger picture: audience, positioning, and how it performs once it's out in the world. That's what makes the systems I build hold up past the first impression and for years to come.
