My approach

When I was the creative director and strategist at Annex, people often asked if we had industry expertise or preferred certain types of projects. We did have answers for this, of course, but what we most often wanted people to understand was this: great strategy doesn't need to come from an expert in your field.

That seems counterintuitive. But it's true. Some domain familiarity helps significantly, but what made us successful working across industries was not that expertise. It was our process. Process is how great design and strategy happens. In fact, marrying the curiosity of an outsider with a process designed to uncover actionable insights was the core of our success.

Over four years, I developed our process, one that allowed to work with B2B clients and consumer-facing organizations alike. We worked in the arts, for non-profits, for institutions and for businesses.

And today, even though I am no longer a "graphic designer," I still use that process to uncover successful solutions to any problem. In short, here's the process:

  1. Research
  2. Prototype
  3. Design
  4. Implement
  5. Review & Improve

All good strategies and solutions come from a healthy dose of research, where I immerse myself into your organization and your challenge. From there, iteration and design, from prototype to polished idea, and then implementation of the solution. Reviewing my work to make sure it works is a critical final step, showing success but also often revealing opportunities for additional improvements and new challenges. 

It doesn't matter if you're planning a music festival, running for office, or in need of an updated visual identity: it starts with strategy. This is the process I will use as I help you solve consequential problems or launch new initiatives.