It’s all about people. People and relationships are both the end and the means of what we do. Companies that invest in their people are the most creative and productive. Those that go out of their way to serve their customers create satisfaction and build loyalty over the long run. Effective interpersonal communication buttressed by a win-win team work ethic is the key to unlocking and building strong relationships over the long term. I believe that your people and your customers are the key to your success. I am committed to helping you give your clients what they need and develop your staff in broad editorial and design principles with an eye to unlocking creative synergies.

Design means business. Design adds value to the firm’s brand, its products, and ultimately its bottom line. Research shows that companies devoting resources to the design process have higher returns on equity than those that do not. In today’s fiercely competitive marketplace, design is a critical component of product differentiation and facilitates consumer ease-of-use. In the editorial world, a first-class design improves your readers’ experience, communicates information, and enhances your brand.

Design is democratic and cross-cultural. It’s for everyone. Everybody wants products that are attractive and well designed for less. Target and Ikea are examples of companies that have built brands through design differentiation and competitive pricing. Editorial and information design is no different. Publications should have designs that are modern, attractive, easy-to-read, easy-to-implement and that don’t cost a fortune.

Form follows function. The best design flows naturally from the purpose which a product or publication strives to achieve and, in the case of media, the needs of a publication’s audience. Good design decisions are not gratuitous caprices of a whimsical artist but well-reasoned conclusions that respond to the main goals of an editorial strategy.

Simple is best. Less is more. Often times, the most simple idea or concept is the most powerful one. Companies like Apple have proven this maxim true on countless occasions by designing for the sake of simplicity as much as for the sake of beauty. Many times, the simplest concept is also the most beautiful.

Balance innovation with systematization. The design and production process should tread the line between turnkey systematization and regular doses of innovation. Creating a design system and methodical production workflow are key ingredients to improving quality, consistency and reducing costs. At the same time, this mechanization should never get in the way of creativity, innovation and the need to surprise clients or readers on a regular basis.