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I see design as creating focus, order, and hierarchy. This clarifies messages, interaction, and engagement so the viewer or user can understand and feel what you are expressing. In my work, the audience comes first. It is necessary to research and explore what audience is appropriate for your brand and what their … Read More
I see design as creating focus, order, and hierarchy. This clarifies messages, interaction, and engagement so the viewer or user can understand and feel what you are expressing. In my work, the audience comes first. It is necessary to research and explore what audience is appropriate for your brand and what their value set is. From this, a brand can be developed starting from your own core values and motivations that resonate with your audience. As the brand forms, the execution and mediums needed becomes clear.

Each project will have it's own challenges and so I try to approach each project fresh starting from the research phase. My process progresses into ideation and exploration, to generate a wide swath of ideas before looking back and finding the best direction or directions to refine. By exploring materials and mediums on my own, I am able to find the area that is most appropriate, because no single platform will always be best for a brand or for an audience. Read Less
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