My background has allowed me to design for a wide range of clients and industries, from my first internship designing ads for the Memphis Zoo and a logo for a compliance firm to my role as an Art Director, developing brand visuals for nonprofits and banks.
And you know what? I love the diversity.
I love being able to finish one project and then design something completely different from the last project. Because ultimately, the design shouldn’t be about establishing my visual style.
It should always be about discovering yours.
Years ago, I wrote a blog post about my dad and his suits, talking about different design styles. Anybody who knows him knows that man has his own style. He’d call me about which shirt worked with a particular tie or which tie-and-handkerchief combination worked best. And he always had a reason behind what he chose. His clothes reflected him. Your organization has its own personality, audience, goals, and story. The visual direction should reflect those things rather than simply become another example of the designer’s preferred aesthetic. The audience changes.
The message changes.
The problem changes.
So the visual solution should be allowed to change, too.
Does that mean a designer shouldn’t have a point of view?
Absolutely not.
My approach, thinking, and standards should be consistent. But the final product doesn’t have to look the same. I believe that if you’re consistent in showing up, doing strong work, and demonstrating that you understand how to solve visual communication problems, you’ll attract the clients who value what you bring to the table.
So no, I don’t necessarily want someone scrolling through my portfolio and saying:
“Yep. Every project definitely looks like That Creative Guy designed it.”
I’d rather them say:
“Every project looks like it belongs to the client it was designed for.”
That’s my style.
