How I Work

I started my career in magazine publishing - during those formative years, I came to know the importance of authentic storytelling. I learned that you need to know who you are talking to and speak their language, honestly and consistently. Treat your audience/customer with loyalty and respect, and they in turn, will do the same. All that learning has since been applied to all the different facets of what I do - from brand strategies to banner ad executions. Loyalty and respect. It’s really as simple as that.

Boiling down complexity to its core essence–its truth, is what I strive to do in every project.

The most effective ideas are always the simplest - less is always more. Boiling down complexity to its core essence—its truth, is what I strive to do in every project I undertake. Everything has its truths and uncovering those truths is the key to finding the blocks needed to build a solid foundation in creating meaning and connection.

I often joke that I sometimes don’t do the job that I’m hired for - regardless of the size and scope of the project, I approach each new project with curiosity and a blank sheet. I like to use the first stage in the design thinking process to asks lots of questions and to gain as much knowledge as possible in order to allow the process to determining the best course of action. I preach to my young designers and students, don’t start at the end! Sometimes the process uncovers unexpected opportunities, it’s often these opportunities that bear the greatest fruit.

At the execution stage, I like to employ a continuous improvement model in developing concepts and executing on the deliverables. This model allows me to quickly move through and refine ideas at today’s fast pace of doing business.

At every stage there is opportunity to learn, evolve, and have fun. You can’t be productive and achieve results without a good balance of these crucial elements.