My Process

Good design isn’t a sprint, it’s a marathon.

My process as a graphic designer is the same as my process as a long-distance runner: prepare, refine technique, and, most importantly, don’t force anything.

It all starts with thoroughly understanding my client’s goals. What message are we delivering, and to whom? Is the goal simply to inform, or are we asking the audience to take some kind of action?

Next, I zero in on the specific types of elements, colors, typefaces, and layouts that best serve the message. Having began my design career breaking down dense topics into news graphics for CNBC, News 12, and Bloomberg TV, I know these are the choices that can make or break a project.

Lastly, I turn a critical eye on the completed design to see what works and what doesn’t. (An element that seemed like a great idea in planning may not always pan out in practice.) I make my changes, present to the client, and incorporate any feedback they may have to ensure their full satisfaction.