I believe good graphic design is many things. Ideally, it begins with an idea developed to solve an issue or reinforce a message. Aesthetically, it reflects the culture of the target audience and not the personal inclinations of the designer. Environmentally, it is adjusted correctly to suit the conditions it is seen. Last, it is well crafted and transcends the notion of mediums and formats. While I accept these things are not always possible in a commercial arena, it's good to have an ideal.
My passion is type. First, type design, forming alphabets and typefaces. Second, lettering, creating limited amounts of letters for names, signatures or brand marks and last, Typography, organising and spacing pre-existing typefaces on print and screen to do the content and the letters the most honour.
I work through problems and processes logically, maintaining the ability to move laterally along less-traveled paths to unexpected results.
I uphold consistency and maximum attention to detail. I work precisely but let my eyes freely assess the balances and colours they are naturally skilled at judging. I have a solid understanding of grid systems, design theory and enjoy design history. I always try to observe my surroundings. I love what I do.