CORE BELIEFS

There is a constant flow of design trends but a few rules seem to consistantly survive. I do my best to keep these in mind when creating branding and marketing materials.

Simple:

Less is more and like fractions, a design's furthest simplified form is it's finist. Every element should be serving a purpose aesthetically or communicating a message.

Versatile:

How a logo, typeface or graphic translates across marketing platforms also merits deep consideration. If it works in a landscape banner but doesn't scale down to a social media badge, it was created with an entire stream of potential customers ignored.

Memorable:

If you asked a friend to roughly sketch your logo after only seeing it for a few seconds, would they be able to? If not, it may fail to stand out or be overly complex.