Philosophy

“Why don’t you take those design talents and create logos for clip art or those online logo competitions?”

Because I just can’t.
To be more precise— I won’t.

People think that if you can draw or use computer software to design logos that you can crank out an endless cornucopia of visual nuggets for public consumption. There is a market for this, certainly. But it is not where my talents lie.

I have come to understand that I offer a lot more than graphic design. It is more than design principles — an understanding of layout, typography, color, and even symbols that allows me to do what I do. There is another factor at work. I intuitively “read” people. I “tune up to their vibration” and after getting them to talk about what they are passionate about, an image takes shape in my mind. In the middle of our initial interview, I grab a piece of paper and start to doodle out what is coming up for me.

“Wow! That’s IT!” is typically the response.
People have this strange feeling that I totally “get” them.

I do.

The client and I have entered into a dance of discovery. I show them what I see, they clarify what I see, I add details and distinctions, and then “voila!” we are both looking at something we cannot imagine being any other way. I have just captured their core essence (their soul, or the soul of their business, if you will) on paper. This was the inspiration one client had for calling my work “Soul Prints”.

The alternative is to do what I used to do (and what most designers still do); I call it the “Beauty Pageant“. This is where you hire the designer, answer some basic questions, line up 4 to 10 alternatives, hold an online contest that has all your friends voting on a design like a contestant on American Idol, and then you get to feel like you and your designer have done their homework.

It’s often a very left brain, tedious, lengthy and frustrating approach.

I just won’t do it.

My clients are glad because they feel heard, understood, and celebrated. They also get to enjoy participating in and collaborating in their own process. Finally, my process is incredibly efficient. Most of the services I offer happen in one session, one day.

I don’t do clip art because I need a client to be the unique inspiration for what I do. You and your passion and purpose are the raw materials that set my talents in motion. Every single design is a unique work of art, just like the person sitting in front of me.