As a Creative Director with over 16 years of experience in the industry behind me, I tackle every new challenge with a level head, a measured approach and a detailed brief.
I have developed a clear understanding that creatives are in the business of designing sales tools for a client ... visual handshakes if you will, that promote their goods and services with the intention of engaging, delighting, resonating and ultimately selling to their intended target market.
Itâs my experience and understanding here, coupled with a high creative ability that allows me to devise solutions for any business and position them for success.
No design of any substance can enter a market place and perform its role effectively without a sound strategy behind it.
Having worked hand in hand to an extensive level with Marketers, Brand Managers and Business Strategists, Iâve become well versed in the role that strategy plays in underpinning any design and will regularly employ it with any project I undertake, devising creative strategies with measurable results.
Get the client to describe in as much detail as possible who exactly they are. What is it that they actually do?
Who is their ideal target market? Define them as clearly as possible, what demographic do they fit into and how does that effect their purchasing behavior?
Know that, and we know who to design for.
In what time and space will they interact with the clientâs brand? This often has many practical applications, if weâre working with a golfing company for example, then the logo may need to appear on the side of a something as small as a tee.
Why you over your competitor? What separates the clientâs product over other competing businesses? What are their USPs? If we can define these clearly then they can be leveraged through the brandâs identity.
I began putting pencil to paper at a very early age, and it was to be the beginnings of a passion that would become my lifeâs work. Today it forms the foundation of my core mantra - to help and guide businesses in effective visual communication.
Over the years I have also become an accomplished Illustrator, Graphic Designer and even classical painter, which continuously adds a level of richness, quality and originality to all the work I produce or creatively direct. In more recent times, I have embraced and immersed myself in the world of digital design to understand the language and psychology behind it and how best to communicate through these mediums. My lengthy experience in a business capacity has allowed me to apply these capabilities, along with others from a broad repertoire, to design effective strategic solutions for all the clients Iâve worked with.
I have a determined pursuit for excellence in my designs, my direction and the work of my team. I am always looking for a better solution to a problem.
As a professional, I believe in team outcomes and lead where itâs needed, and when itâs not, I enjoy seeing others take ownership of their work and grow as individuals.
If you would like to connect with me to discuss a project or employment opportunities please feel free to get in touch.
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