As a designer, I embrace the simplicity of less. It goes to every thing I do. What I believe, and how I live. / I’m inspired by the Japanese aesthetic of Wabi-Sabi. Characteristics include asymmetry, simplicity, intimacy, appreciation of the process and understated elegance. / As a true minimalist, I believe that less is more. Communication does not mean including everything. But it does mean getting the message heard and understood. Sometimes you can say more by not saying anything, and that bigger does not mean better. There can be much said about the importance of white space. Giving the viewer room to pause and take it in. / As a designer, I don’t believe in trends. While it’s important to acknowledge them, as well as what’s occurring in the cultural anthropology around us, I believe that as designers we are influenced by everything that we come upon. Not just in the field of communication design, but in textiles, architecture and other creative and professional disciplines. Inspiration can come from anywhere, anyone, and anything. It’s best to keep your eyes and ears open, and always keep an open and curious mind. / While the medium that we work with will continue to change as new technologies are developed, the foundation for creating strong visual communication should be based on ideas and problem solving, grounded in strategy. The core of good design is about bringing value to a company or organization. Through the use of words, symbols and images, we can represent an idea and message. / By coming up with creative solutions and suggestions beyond the client’s expectations, my goal is to produce work that is easy to understand, impactful and engaging. / In order to do this, a strong collaboration must take place between the client and designer. I believe it starts with listening. Then asking questions. Research. And while each project is unique, the goals are similar. To bring value to my clients by visually translating their products or services. To effect their bottom line, by results and outcomes that can be measured. / My work is focused on building a brand and not just building something that looks good. I like design to be simple. Beautiful. Easy to understand. The work needs to tell a story. If it doesn’t, then I haven’t done my job.