I believe in running head-first into colour, flirting with styles, and pushing the boundaries of traditional design—all the while keeping one eye on the end goal, which is usually to provide information, aid communication, or guide customers through the sale process.
Much of the success that comes of a carefully crafted design piece comes down to the planning process; the more direction a designer is given at the beginning—and the more she gets to know your product, process and goals—the less time it will take to hone-in on the perfect look and feel for your marketing piece. A designer needs to study her task from every angle, to view it from all the product’s possible customer or user demographics. Thinking five steps ahead is the nature of the beast.
I could ramble on for hours on this topic (you should feel grateful that I don’t give lectures), but suffice it to say, graphic design is not just a matter of doodling pretty pictures. You have to be a chameleon, changing your style according to each new environment. Graphic designers who stick to a single style for everything they produce will not be successful. I’m proud to showcase a wide variety of styles throughout the pieces below.
Although I’ve been creating digital art since the mid 90s, most of the work below was created since 2010. The majority of these items represent hours of careful research, planning, and fine-tuning. Some are a bit dated, as design trends continuously change. I produced the bulk of this work while employed by various British Columbia design firms, and some of it as a freelancer.