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My Creative Process

Every project starts with structure, constraints, and expectations; from there it's a matter of hierarchy and execution. A well-written brief can easily come to life, but sometimes you have to ask questions.

I start every project with these simple questions; Where and how will the work be displayed? Who is the target audience?  What is the call to action? What is the most important thing for the client to understand? What has been the biggest obstacle and victory in the past?

The Bones of My Creative Process

"The Creative Process" is the villain or hero in every graphic designers story, for me it's a trusty sidekick that does all the dirty work. There are a few vital parts to the creative process that I've learned through research, reading, listening and experience;

Meeting spoken expectations are much easier than unspoken expectations, I sometimes refer to this as "turning on the light." Every person, company, brand, or object has a voice, it's my job to know what that voice sounds like and what ways to reinforce it.

When you know your boundaries it's a lot easier to stay inbounds. Before I start a project I like to layout the boundaries; does it live on a screen, is it printed, will there be a bleed, will it be printed on a press, is there a specific font, color pallet, or treatment that is already laid out, will it be on social media, which platforms will it shared on, etc.

It's easier to execute a plan than to stumble upon a good design. Adobe is great, it helps me create wonderful vector and raster art; but it's not a designer. Instead of hitting my head against a wall trying to make a square peg fit into a round hole, I get the information on the page. If I'm still lacking after the heirachy break down I fill up my visual tank; I go to pinterest, google search, design blogs. It's easier to improve the wheel than invent an entirely new one.

The mind is a complex muscle that needs different types of exercise to perform well. I play disc golf, ski, snowboard, trail run, knit, make books, play the piano and ukulele, listen to music, play video games; in other words I PLAY. The most prominent designers all agree that having the space to play and create is critical to the long term success of the creative process.

My end goal is to have a creative simple solution, and to arrive at the solution in the most efficient way.

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