Responsible rebel. That sums it up. I like to bend the rules of design but I also follow them in order to save time and money and make sure the goals of a project are accomplished. I know that once a few questions are asked up front, the design can practically create itself.

I use creative project briefs to understand the objective, audience, budget, timeline and a host of other important details that will ultimately decide what happens next. Believe it or not, from the project brief we can determine the strategy, type of piece, colors and tone, lines and shapes, space, texture, images and typeface – almost immediately.

Then the concepts and rule bending begins in order to make the piece stand out among competitors and create a memorable and lasting impression.