When creating a design for a client I always try to portray their personality along with what the audience wants to see. Design changes society by influencing behavior, promoting social awareness, and shaping how society acts with its environment. It is an essential part of life and has been throughout history. My ultimate goal as a designer is to allow clients to successfully express themselves and what they are promoting through my work.

All design elements are important to the overall process of creating successful work. Every small detail matters, as does making the work personal to the client. Being relatable and in touch with the intended audience allows for a more successful image. I believe that brand identity is key to the success of a business. Brand identity displays personality, the company’s values, and how you want to be perceived. I am also willing to and have the ability to push the boundaries of legibility and take a more artistic approach to the design if needed.

There are many elements of creating a significant design, including brand name, logo, color palette, shape, imagery, typography, slogan, and tone of voice. Throughout the creative process, I make sure all of these compelling elements are accounted for. This allows me to create successful and effective designs. In my work, I believe that text and image play hand in hand, but when these two elements do not align, the design can be excessive and cause a loss of effectiveness to the viewer. In most cases, I believe that simplicity is key when trying to brand your company, product, etc. To get the best result, I create many different versions of the idea at hand and allow the client to choose how they want their brand best represented. I believe that font choice is very important when creating a visual representation of a brand or business. Choosing a typeface that best represents the client's vision is an important part of this process and allows an easier display of tone of voice.

My love of design allows me to connect to clients in a way that helps me create effective work. My intent with each design is to help bring the client and their creation closer together and to allow a more successful and creative future.