The Creative Process

Everyone has a creative process.  It's a series of steps worked through to communicate a message or maybe an equation used to solve a problem.  Mine is a simple formula:  STORY + ART × TECHNOLOGY.  It's not a groundbreaking idea and I'd venture to say that all great innovation has these 3 elements in common: an understanding of the idea's human core,  a focus on beauty in form & function, and a creative use of technology to bring the idea to life.  

 


Story

STORY

(Message)


"God made Man because he loves stories." - Elie Weisel

Art
Technology

ART

(Tone)


"Design is the intermediary between information and understanding." - Richard Grefe



TECH

(Format)


"Technology is the campfire around which we tell our stories." - Laurie Anderson

People run from a sales pitch but lean in to hear a story. Story is like air to humans: it surrounds us and is crucial to our existence. It's the means we use to perceive time, understand change, and interact with each other. I help clients tell their story by finding the human element of the brand and presenting it in a way that sparks empathy and builds engagement.

This focus on story is important now more than ever. In the modern marketplace, customers no longer simply buy products to meet needs. In an age of individuality and options, a patron's alignment with a brand is a statment of identity. Your story is their story.
Art is the visual element of your brand and it sets the scene for the story you want to tell. Often treated as an afterthought by clients, art can be a great asset or dangerous liability. As a first impression it provides subconscious visual cues about quality, relatability and trust before a user reads a single line of copy. Colors, fonts, shapes, layout, and design style are subtle tools at work persuading the subconcious while content pitches your story to the heart.

I strive to create art, informed by science, that elegantly and simply reflects the client's brand while underscoring the emotional tone of their story.
Technology and imagination are the catalysts to innovation. It's these means that transported society from groups listening to stories over a campfire to families and friends gathered in living rooms watching narratives unfold on screen. Like the spoken word or television, your web browser is a format for storytelling. Instead of listening to the words of a storyteller or watching frames in motion on a screen, we scroll and click.

Through pairing UX and UI research with creative applications of emerging technology, we can tell a more engaging, and more human, story of your brand.