My Process.

Rarely is the creative process a tidy sequence of steps moving you from point A to point B on a straight, predictable path. This may be great for airline travel, but it’s not so great for stirring up those creative juices. And this is a good thing because the last thing you want is a process that is formulaic, and results that are obvious and unoriginal. Instead, my process follows a more fluid structure that has been time-tested, and strengthened by my emphasis on collaboration and iteration.

1. Plan + Prepare

Working together, this is where we set ourselves up for success. Words like research, investigate, learn, and educate all describe the process that allows me to build a solid foundation on which to explore and execute ideas. When I can identify your needs and challenges, and clarify your expectations, I am able to define with confidence the creative parameters that will guide design exploration. When we answer the question "What does success look like?" we should have a clear picture of what we are hoping to achieve with our efforts, and how best to get there before I start to design.

2. Imagine + Identify

Collaboration lies at the heart of step two and plays an important role in the early stages of design development. Don't worry, I won’t ask you to grab a pencil and sketchpad, but I do expect a strong commitment as we imagine the possibilities together and identify design directions that show the most promise. When all of the key decision-makers are active participants, and we are able to leverage their knowledge and expertise, a shared vision emerges revealing not only what we want to accomplish, but how best to get there. I also want to avoid surprises, which can kill the creative process dead in its tracks. A more collaborative process builds trust, allows ideas to incubate and develop naturally, and solutions to take shape organically. Dialogue is open, and communication is free-flowing and respectful.

3. Iterate + Refine

Nothing is perfect, at least not initially. In order to get it right, an idea requires input, and even sometimes additional information and investigation. Quality design, like good parenting, is best achieved with nudges, not shoves. Make one version. Tweak it, fine-tune it, and then make another. As each iteration evolves and improves, we move from a place of exploration and experimentation—poking, prodding, and learning—to full-on implementation and execution, eventually arriving at a finished product that inspires, educates, and excites. Regardless of whether we are creating something big, bold, and beautiful, or small, simple, and subtle, each project starts with a solid understanding of the context, and finishes with high attention to detail.