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Services and Approach
“Creative” is not a noun. Creativity is a process, not a product. It is a method of translating complex business prblems into well-crafted communications that reach audiences in any number of ways, from the visual to the senory to the experiential.
Design is the vehicle through which these creative ideas are realized. It is equal parts art, science, craft and commerce. It is an integral part of how businesses communicate with their employees, their partners, their suppliers and their customers. It is intelligence made visible.*
My approach has never focused on creating “cool”. Cool is fleeting. Cool is a trap. The word rarely makes it into the Design brief. Effective visual communication has to go beyond cool.
That’s not to say that cool doesn’t have its place. For a solution to be successful, i feel it has to mean something not only to me, but also to my clients and, most importantly, to their customers, their shareholders and their accountants.
Achieving this involves a careful balance of emotion and business logic, gut instinct and smart strategy. Without all of these taken into consideration, Design is reduced to the superficial skin of communication. Style without substance... not really Designed at all.
My business is to help your business do business more effectively.
* Credit for this quotation goes to Don Newgren, Professor and former Director of the Design program at York University. (retired)
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