why I love being a graphic designer
…because creativity inspires. Growing up, I enjoyed drawing, painting and building, which segued into creating graphics, taking/editing photos, and crafting fashion pieces. I now incorporate those other art forms to help enhance textures, images, shapes and forms. There is endless learning possibilities in this field and – with every project – I try to learn at least one new technique that I can carry forward to the next. By using certain combinations of colors, fonts, and layouts, I can inspire a response through the emotion they create. I collaborate with other creatives and filter ideas through marketing professionals. Everyday is as unique as the person that calls on my services.
my design philosophy
Empathize, Focus and Over-deliver; always take it steps further to help the viewer realize the design and showcase its versatility across many platforms/mediums through which it can be conveyed.
my creative process steps
After gathering as much information as I can, I pinpoint the problem and determine the client’s goals for the project. From there, I would describe it as a spontaneous brainstorm where I visualize many ideas and identify the reoccurring concepts. I then put pencil to paper, leaning further into the ideas that frequent my mind most and trusting my instincts in recognizing that as their necessary power to provide a strong concept. Initial ideas are usually cliché, so this step is essential in blowing right through them for the sake of moving on quickly. I try to figure out what is the simplest, most-clever way to communicate the message visually. Every element – image or copy – has a way to contribute to the overall story and it’s my job to make sure that it’s told in the best way possible. After I go through my sketches, I mark the ones that I think have the most potential, then I translate them onto the computer. This is where I can refine the concept and see it start to take shape. After creating, modifying, destroying, bending and rendering, I can start to see a clear path for the design. Once I’m here, I will share what I have with the client and collect feedback. From there, I can further refine it. For the final reveal, I create realistic mock-ups that enhance each individual piece by showcasing it in its most-appropriate place amongst its complements, effectively bringing it to life for the viewer.
responding to harsh criticism
It’s not happened or I didn’t recognize it if it did since I never take design criticism as a personal attack. I know clients want the best possible end result, so I actively listen and use the feedback as a way to not only iterate and perfect the design, but also to grow as a graphic designer and stay grounded.
describe a time you collaborated cross-functionally on a design project
Several times a year I work on annual project where I am the only designer, this requires me to interact with colleagues in other departments, CEO, resort management, production teams, and event coordinators. I start by listening to all ideas and narrow in on a goal or purpose. From there I brainstorming – I comb back through my notes taking each idea as far as I can and then I note my favorite concepts and then begin to sketch. I share they sketched ideas and gather feedback from partners. After that I narrow in on 3 solid options, create them digitally and share again with the team – gather any feedback, make a decesion then perfect the concept.
tracking my design’s success
Measuring the success of my design is important because it shows me what works and what doesn’t. For my digital work, I use click-through and conversion rates to measure the success of my designs. For my print work, I look at customer satisfaction, brand loyalty and overall cost savings.
resources for staying abreast of the latest design trends
I follow my favorite designers on Instagram, subscribe to art magazines and challenge myself to read two blog articles on graphic design per week. I play tutorials and podcast in the background while I’m working in hopes that something will get my attention and inspire client work or personal work. I also regularly attend local graphic design meetups and take design courses on Udemy.com and Lynda.com.
color theory and why it’s important in graphic design
Color theory is the science and art of how colors interact, complement and contrast. I use the elements of color theory to inform my work and invoke feeling in my designs. For example, if I were to design the brand identity for a sports equipment company, I suggested using orange with oversized typography to convey energy and vitality and bring immediate impact.
designing a logo
I take a long term view – I believe that a logo gains meaning and power over time. A logo should be appropriate (in the feeling), distinctive and memorable (unusual enough but sticks in your mind) and super simple. A logo should be able to be produced large or small and not loose any detail. I try to make it as complicated as I can but keeping it simple and easy to remember. It is the identity of the company not the mission statement. I see it as the period at the end of the sentence not the sentence itself.
my favorite brands that influence my work
So classic and as BOLD as it gets! This extremely recognized brand tends to be busy and very TRENDY.
Bright and bold colors helping to create contrast for the neutral colors of the coffee and donuts! Brilliant!
Elegant, simple, and clean and typically black and white with one pop of color. Since it’s retail it is important that they are able to add colors throughout the year without commitment so they can be on trend with the season changes and holidays.
Love the cool refreshing vibes using shades of blue, yellow/orange, and white for contrast. Evokes fun, sun, and summertime!