Expertise
Summary of my design expertise and areas of focus. Contact me to discuss a project.
Foundations
Digital design has come a long way since I first entered the industry, especially web design. The design process varies greatly for every client and project, but there are a few methodologies I like to use to create a structured process.
Design methodologies:
- Human-Computer Interaction
- User-Centered Design
- Design Thinking
- Atomic Design
Product / UI / UX Design
For product design spanning the UI and UX spectrum, I work within the space of Design Thinking; a production methodology that I adapt to each project to reach an optimal balance of quality and energy. For both web and system design, I incorporate Atomic Design principles with emphasis on usability, and optimization of structure and system management.
Product design expertise:
- UI Kits / Component libraries (Figma)
- System design (Figma)
- Interaction design
- UX design for web and device
- User personas
- Moodboards, journey maps
- Information architecture
- Wireframing, polished comps
Visual / Collateral Design
Visual Design is an encompassing and overlapping discipline that can include graphic design, brand design, and UX / UI design, depending on the project. Visual design includes promotional and marketing graphic design, all manner of print design, email design, B2B and B2C design, OOH design, and more.
Visual design expertise:
- Print design
- B2B, B2C design
- Editorial design / layout
- Packaging design
- Email design
Branding & Identity
Branding is unique for every client, and can vary greatly in depth and scope. I specialize in helping clients develop effective brands that carry their messages.
Branding expertise:
- Style / brand guides
- Color exploration
- Typography exploration
- Logo design
- Photo selection and styling
- Press kits
Design Tools
A recent internal survey at Amazon showed that senior level designers specialize in 4 design tools, on average. Although there are many auxiliary and alternative tools used, my primary tools are:
- Figma
- Photoshop
- Illustrator
- InDesign
