Graphic Design Fundamentals
Design Philosphy • Design Process
Design Philosophy
Graphic design has always been about communicating ideas clearly — but the way we do that has expanded far beyond ink on paper. While design was once defined primarily by printed materials, today it touches every corner of visual communication. From branding and packaging to websites, social content, digital presentations, and environmental graphics, design shapes how people understand and interact with information.
The tools and technology have evolved rapidly, but the foundations remain the same: good design starts with clarity, intention, and a deep understanding of the problem we’re trying to solve.
The development of the dragonfly icon used in The Hearing Center Inc. logo. Collaborative workshops with owner, Sheri Hazzard, were part of the design process.
Learning more about our design process.
Good design is a balance of craft and clarity.
Tools may evolve, but the fundamentals endure.
Our Process
Every project begins with questions.
- What needs to be accomplished?
- Who is it for?
- Where will it live?
- What constraints or opportunities shape the outcome?
Often, the challenge a client brings isn’t the actual problem — it’s a symptom of something deeper. A logo may need refinement, not replacement. A brochure may really need a clearer message. A brand may need consistency rather than an entirely new direction. Understanding this is where strong design begins.
My process blends intuition, experience, and the information I gather from you in collaborative workshops. I don’t rely on complex market studies — I rely on thoughtful listening, informed judgment, and collaboration. Together, we define the objectives, explore ideas, refine the most effective directions, and shape them into polished, purposeful work.
The core elements of design haven’t changed since I began my career: shape, form, texture, colour, scale, movement, imagery, symbols — and always, a respect for time, budget, and production.