Yes, strategy. I argue that’s the real reason I get paid for what I do. Design is not taste, Design is deliberate decision making under the guidance of taste.

Often the presentation of information is as important than the information itself. Remember that 70% of spoken communication is body language, 23% is voice tone and inflection, and only 7% is your spoken words. But visuals can speak as well, and it rings just as true. It’s not what your saying, or selling, or thinking, or doing… It’s not even how. It’s WHY. 

Visual culture is a language all on its own, and if you never learned it, it can be hard to convey your feelings properly. It can be daunting, and seem pretty arbitrary unless you know the rules, to make an effective solution to what is, at the end of the day, a problem to be solved. But you wouldn’t want to have to navigate that yourself.

When I was fresh in school one of my professors said that design is making a million different little decisions and coordinating them to all sway a certain way – and doing it so the client doesn’t have to. That’s what designers really do. All the fancy typography and fashionable colour palates are just a means to that end. 

It’s my part to translate for you, so that you can tell your story before you ever speak a word to the world. Because even though the spacing on the margin of your logo is important, and you do want to convey the right message with the tone of your website, you don’t know enough about how to do it, and if you did, who has time for that?

There are templates of course. Templates look fine if you’re good with looking like everyone else, and settling for a “good enough” version of your vision. Something that looks nice but has no meaning behind it, no soul or life of it’s own. Just details plugged into a template.

If you want someone who is not just concerned about the colour palate or letter spacing, but if it suits you, and says what you want to say to the world, then that’s where I come in. It’s not about me – It’s about me helping you look your best.