The practice of graphic design has always been the domain of the “generalist”. One who is able to assimilate the content and intent of subject matter and represent it in different ways, using a thought process or method, to portray a myriad of subjects as though it were their own. The proper synthesis of Word and Image is intended to inform, communicate, educate, entertain, motivate and inspire it’s viewers to action. The action is the goal. The goal is defined through the Method.

The Method is used as a means to level the information gap between the designer and client, clarify the intended message, define the parameters of what a successful solution will be, and ultimately connect the message to it’s target audience. It is the catalyst between logic and intuition, between raw information and an eloquent visual statement. In this way relevant and meaningful visual solutions are invented.

The “generalist” understands that, regardless of the medium, the solution must survive on its own. In fact, it must thrive on its own. When the proper questions have been satisfied then the solution will resonate with the viewer, from their point of view. The questions: who, what, when, where, how and why, trigger responses that define the criteria that the designer works within. Those parameters establish the appropriate level of formality that will elicit the action. Understanding the subject matter is essential. Understanding the intended audience is key to gaining the appropriate response.

What is the appropriate response? The response can range from empathic to intellectual or somewhere in between. The portfolio represented here will show a full range of these types of solutions. “Corporate” doesn’t mean “boring” and “cutting edge” doesn’t mean “illegible”.