Brand Story—All Media Design

Design Values


Point of View

Design to me is what structures underlying cultural concerns and how humans understand one another. 

I started my career at Apple Computer in the early 90's when design values were forming fast and technology was finding itself. As a culture we were not hooked yet. A very exciting time to observe how people related to technology when relationship did not require a social media account. Kinesthetic experience and intimacy lead decision making and business values. People were not data but emotional and perceptive. Crafting design that talked to human values such as the good feeling of accomplishing something when you learn tax software. Or, the novelty of a colorful computer hardware. Steve Jobs, who I worked amongst at NeXT after Apple pushed us to think of the 'box' as a relationship not just a task accomplisher. He asked me how I would take my help icons and transform them into something that felt classical/romantic as a mood shifter in a normally stressful interaction. This and many thinking challenges as an industry was shaping has made me a design innovator. My primary values are embedded in what is generated when I ask 'what if' and 'why' and 'why not' - what if that online yellow pages had a female feel vs. linear information that research shows low readability scales. What if design solved the feeling/environment issue of doing business in digital space and made it smooth as silk, even sexy? What if we took the task of target audience definition out of the design thinking space for 5 minutes while we craft the words and visual communication of essence? And why not try several theatrical approaches to branding and design first and do the radical editing process afterwards?

In a nutshell, my design approach is rapid iterations of innovation and creative research while dipping my toe in reality where and when necessary but not letting it be boss. Experience has taught me that when it comes to brand and product expression reality is on the table to be created -- a conversation starter not an end in itself.