My design perspective is shaped by experience, strategy, clients, and collaboration.
EXPERIENCE
Design tools are now so accessible to the public that, in some ways, everyone is a graphic designer. So what separates the professional designer from the amateur? Rather than scale, type of client, or kind of work determining if you are a professional, I believe it is a commitment to the profession, adhering to ethical standards, charging fees based on experience and the project, and continuously learning. I work with projects holistically, looking at the entire problem. I have the skills to execute the work, education to make it remarkable, and creativity to surpass simple layout.
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CLIENTS
I encourage client input as he or she will always know their business better than me. It's my job to listen and inquire ― not to take orders. For example, if the client asks for a font change, I investigate why. Is the font too sterile? Is it hard to read? Rather than complacently placing the given copy and images, I provide suggestions or work with the editor as I take responsibility for the quality of the final product.
STRATEGY
The first step is to know your story. Sometimes clients are still developing or struggling to articulate what they want. Clients often present the assignment based in their perception of the solution or outcome. It's my responsibility to look at the larger issue, such as story, audience, and effectiveness, and determine the best delivery vehicle. Once I have this key information, I write a creative brief and have everybody sign off. This does two things: (1) it provides everyone an understanding of the goal, which is vital to a good design project; and (2) it keeps the conversation at a high level.
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COLLABORATION
The marketing industry is a collaborative world, and at the center of this is the relationship between content experts and graphic designers. We must collaborate problems that will enevitably arise during the creative process. Content experts (such as engineers) and graphic designers have two distinct ways of thinking, particularly when it comes to creating content for their audience. While both professions may have strong opinions about their work, collaboration is essential to effectively communicate and reach an agreeable outcome, where the copywriting and graphics complement one another seamlessly.