Albert Einstein said “Everything should be made as simple as possible, but not simpler.” When I sit down to work on a project, I always strive to keep it simple and comprehensive without sacrificing the attention to detail and uniqueness of the design. Like a good writer or artist, I start every project with a blank page in order to maintain originality and an open mind to the possibilities of what the design could become. The results are a very diverse pallet of successful designs in my portfolio, which I hope gives you a good idea of my approach.
I am also a firm advocate for solid branding. Throughout my time as a designer and a consumer, I have developed an ever increasing interest in great advertising and distinctive branding. Companies like Coca-Cola & McDonalds have earned my respect for understanding image and making something that is recognized and consistent all over the world. My belief is that branding is much deeper than a logo and I look forward to every project that gives me an opportunity to put that understanding into practice.