Design Philosophy

It works in all aspects of design

I see the process of design as an on going adventure. I have found that there is not just one way to design. Nor is there set formula or solution to design. It requires me to approach each project as if it has an individual personality. Whether it’s pencil on paper, pixels on the screen or points on metal and wood type I am able to travel through time and the research enables me to become inspired. Through the process, I can then make sensible decisions and create final product that is both functional and beautiful.

In my own studio work I have found simpler solutions to problems. Type on the computer is untouchable but in my letterpress studio where type resides in over 200 cases and over 1000 fonts allows me to touch the moveable type. Seeing the kerning, and leading of letterforms from the metal and wood that was produced over 50-150 years ago. It’s hands on and it’s the historical foundation of typography. Working with the type carries through into my graphic work because it has taught me to see design through the eyes of printers from long ago. I am able to embrace the rawness of letterpress, capture it and then apply it to my work on the computer.

I think the computer age and the software technology at our fingertips have found designers experimenting with type and photo imaging like never before. I think before software filters, drop shadow, starbursts, and radio buttons are used the design needs to be worked out on paper. Communicating the idea on paper allows one to think, doodle, and write as ideas materialize. I believe our knowledge base to think about design and use our hand skills to make those ideas come to life are the starting point of design. Designing on the computer only commits the designer to start too quickly. Whereas starting with pencil and paper the designer can think about the needed options and appropriate layout and have many more relevant concepts.

We have the ability to make a customer choose a product, to think differently about something, to act differently, and be seen differently. We have the knowledge to change people’s minds through good design.