About Me:

Having a decade of experience in the industry, I clarify myself as a Strategic Visual Designer, an intermix of UX/UI with an emphasis on visual design. At my core resides an understanding of how to solve problems and bridge the gap of business needs and user goals, as well as to create user-friendly web & app experiences that adhere to brand guidelines. It is this business-to-user alignment, combined with impactful visuals, that adds value to projects cultivated for the digital space & where strategy / research feed my design decisions. ~ Craig

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UX / User Experience:

Contributing left- or right-brain processes, I can be involved in UX projects by either 1) helping shape products from inception to completion or 2) just taking prior collected research from interviews / quantitative data, completive feature analysis, personas and user flows. From there, I’m crafting a problem statement and outputting prioritized solutions into clickable interactive wireframe prototypes for collaboration with developers and user testing. Whatever the process, it is this culling through materials to identify and apply core key features that center around business / tech requirements, user needs and goals that I offer.

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Visual Design:

Visual design sits between UX / User Experience and Branding. In today’s digital world, I believe not only do products need to be able to be usable and function well, but they need to stimulate the consumers' and users' eyes. By adhering to both product users and brands, I create visual guidelines that communicate design systems that implement typography, mood boards, imagery, white space, color, graphics, iconography and layout for any device or environment. Being able to structure these elements with pixel-perfect perfection is not only a “must have,” but a passion of mine. Seeing product come to final fruition and establishing that sense of “delight” evokes me with joy.

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Branding:

I think branding plays an important role in the development of products. It's more than just a logo. It's about a promise and communicating and telling a story. It's about how does the world see, hear, smell and feel your brand? What is at the core essence of "who" you really are, both visually and emotionally? Much like UX, understanding your target audience is vital. To create a successful brand, I believe one needs to fully grasp both the goals of the organization and see the opportunities in omnichannel. Also, knowing what differentiates you from the competition and the value proposition you're offering. I like deep-diving into companies' products to help strategize and position brands. I love cultivating a unique "visual voice" for clients that grows organically over time.

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