Approach

I have had the tremendous luck to work in a variety of design environments and with a range of design media. From manual paste-up and primitive typesetting, to computer-based print design, I eventually discovered my most enduring interest — web and interaction design.

I'm especially drawn to the challenges of complex information/interaction design, of building strong brands, and of generating productive collaborations. From a design strategy point of view, I gravitate to structural analysis as a key way of problem solving. From a visual design perspective, I am most intrigued by creative interplays of typography, texture and color.

I see the central function of design as that of giving substance and depth to communication. To this end, understanding target audiences, and working to structure content and interaction in ways that make sense to them, is key to how I approach a project.

Creating good usability is an ever-present focus for me in my work. If a design product is visually attractive, but doesn't resonate with or doesn't make sense to the people a client aims to reach with a project, then simply from a practical point of view, the design has not succeeded.

In working with clients, I emphasize partnership and collaboration. I see the process of together defining and understanding the design or business problem to be solved as critical to arriving at effective results.

For a variety of projects — from print to web, information architecture to interaction design — I have guided clients through all stages of the design process. This has included developing visual branding strategy, creating design concepts, managing technical production, performing audience analysis, conducting usability testing, and organizing content.