It all begins with a strategy. From that strategy is born an idea.
The idea requires an expression, which in turn requires an audience.
AND, So begins the conversation between brand and consumer
resulting in a calculated, measurable response.
It's no great surprise to anyone who knows me that I ended up in the creative field. While other students were laboring over a2 + b2 = c2 , I was more interested in hand lettering any surface that was susceptible to ink. I thought Paul Rand was cooler than Paul Stanley. I still do. By 14, I knew that I would study graphic design which I did by way of New Paltz with a stint in the Big Smoke. According to my grandfather, if you didn't drive a Ford or ride a Harley-Davidson, you were welcome to park your vehicle anywhere, as long as it wasn't in his driveway. Brand loyalty runs deep in my family. Driving a ghastly Chevrolet nearly cost my father my mother's hand in marriage. If only my grandfather knew that I would one day ride Italian. Oltraggio!
I have been fortunate in that my client list includes giants like Church & Dwight, Diageo, Kraft Foods, Pepsico, Mastercard, Pfizer, Safilo, Unilever, and Reckitt Benckiser to name a few. Above the line, below the line, B2B and pro-bono. I love what I do and I enjoy using the creative process as a means of bringing brands to life.
And one last thing. There are always other people involved in the making of work. Wordsmiths. Weirdos. Bossy types. People who spend a lot of time on the phone. Cranky pressman. Propellorheaded media mavens. Without them, none of this would be possible.