The why behind the design matters just as much as the look and feel. A good UI doesn't translate to good UX. The same way a good logo doesn't equate to strong branding. Design is the overarching reason behind a cohesive package.

Good design is intentional and goal oriented. It links objective to audience, turns product into experience. Great work is the product of many small details. If you do the job right, nobody will notice, do it wrong, and everyone will. Design is a way of thinking, not a role or field, one in which perspective is everything.

I have worked in many creative roles, a variety of projects and I have learned much about myself and what design means to me. I value differing perspective, collaboration and teamwork, and adapting to create the best possible design.

Design challenges. Design inspires. Design empathizes. Design evolves.