My projects vary from traditional print design like brochures and postcards, to trade show materials like displays and signage, and to new media projects like e-newsletters and web banners. Some clients view me as their marketing department; others use my work to give their in-house designers a starting point.
I’ve been designing as a freelance creative since 1995, primarily working with associations and the businesses that market through associations. I have a passion for the association world…I see great marketing opportunities in the natural networking structure of associations. The recurring events, educational sessions, committee activities…these create a burbling spring of energy that can launch businesses and careers. This synergy is exciting, and I like to promote and extend it.
Because I work as an outsider with these organizations, I have the cat-bird seat to see new strategies and ideas. I also provide institutional memory for my clients…staff may turn over, but I can provide the continuity of file archives and experience that keeps marketing moving forwards, not looping redundantly.
My background is unusual compared to most of my graphic design peers. Prior to my design work, I was a sales and marketing executive in the hotel industry. I made sales calls, worked trade shows, wrote marketing plans, developed budgets, trained sales staff and bought advertising. My primary market segments were association events and corporate accounts. With this experience in my rear-view mirror, I’m a very practical designer.