If you're reading this then either design is a part of your life too, or you want to discover a little bit about my approach to see if it fits with yours.

So here we go...We all know the rules, we know which rules are important and when to apply them,....and if we are worth much in this field, we know when and where to "bend" these rules to seperate our message from the other messages in our space.

This isn't fine art, it's more like one dimensional architecture. We provide functional services in a marketplace. In the end we seek to engage the person who experiences our work, whether by guiding their eyes around a page, evoking some kind of emotional response using images, shapes and type, or by building intuitive applications that make their lives easier and thus more likely to use our work again.

We use our training and innate cultural awareness to coerce and cajole our users into choosing our clients products and services. We get our clients into the game and it is up to them to take the ball and run with it.

So why the Arial Black?...I'm glad you asked.

I love Arial Black, I'm all about a cohesive piece that feels like a comfy pair of slippers. But at the end of the day I'm also about the slight discord that exists between the more organic quality of professional photographic images and the more angular, linear, hard edge quality of a nice sans serif face.

The calculated blend between the soft and the hard, the essence of life itself. The type of design that puts the user right in the middle and provokes them to make their purchasing decision based on the feeling that an image provokes, and the straightforward delivery of informaton that block type provides.

So there you have it. My design philosophy in a nutshell. If you can appreciate it I look forward to hearing from you in whatever respect. Write to me to disagree, hire me to fulfill your vision, or hire me to help promote a shared philosphy in the marketplace.

However it shakes itself out I'm a designer...and this is what I do.