My approach to visual design is to use simple underlying design grids. I also make sure that the proper tools of design (content, color, voice, etc…) are being used to communicate effectively with the target audience.
SHORTCUTS
Shortcuts is a weekly feature that is designed to run in newspapers. Before Shortcuts, all children’s features used a compartmentalized approach comprised of a dozen or so individual components. Newspapers could vary the size of the feature by eliminating or adding components. Shortcuts was the first children’s feature to be delivered in individualized layouts that were designed specifically for the various newspaper size formats.
Shortcuts’ innovative and visually focused design approach was very well received. When the Baltimore Sun was looking for an update to their “Just for Kids” section, they conducted a focus group consisting of parents, kids and educators who were shown a variety of popular kid's features.
“Shortcuts was found to be the most popular item for both content and format among all three groups. In fact, Shortcuts had the highest score (by parents) of any element in the section - 161 out of a possible 180.”
Tim Singleton
Assistant Marketing Manager/Research
The Baltimore Sun
Underlying structure.
FOXLEY FARM LOGO
Rough versions and final logo design for Foxley Farm. Foxley Farm is a venue specializing in high-end destination weddings.
Other samples showcasing my use of visual design techniques to get viewers to understand complex issues and to help them digest information in smaller “packets” that have been arranged by order of importance.
