My Approach to Visual Design and Product Brand Development

My philosophy is to keep it simple

Simple design is about beginning with only what is necessary to accomplish your primary goals. Some components can be modified or enhanced to increase visibility. However, excessive bells and whistles can distract attention from your message, which lessens the effectiveness of your overall communication. Every design element should have a reason and purpose behind it, to help communicate your message clearly and effectively, and to encourage the audience to take action.

Visual design is about creative problem solving 

The primary purpose is to communicate your message effectively, not just to call attention to itself. Since design is essentially a practice of creative problem solving, a critical aspect of any project is to clearly define the problem and determine the objectives. When goals, objectives and strategies are clearly defined, then the process of building effective design solutions can proceed. 

Brand requires a balance between strategy and design

A well-crafted design falls flat without a strategy to support it. The first step is to understand where you are and what comes next to identify the opportunities and challenges. Then, create a plan of action to explore visual possibilities to find the one that turns strategy into a design solution. 

With a clear understanding of your strategic goals, I can carefully craft all aspects of your brand, down to the smallest detail. Working together, we can build a reliable, engaging bond between you and your audience and forge digital experiences that align with your business strategy. 

Design, prototype, and evaluate

My approach to UI design is the iterative design process. Iterative design is a cyclic method of incrementally developing and refining a design based on feedback and evaluation. By building and improving the product step by step earlier in the design process, it has a cascading effect on the entire design effort. This approach gives the user the ability to engage with the product and give reliable feedback, allowing for earlier discovery of design problems and reducing risk.