Resume, Interview Questions
- Comfortable confidence
- Multiple priorities
First I Learn
- I approach each project as a student: before I can communicate a client’s value, I must understand it myself. I help each client create her own definition of success, then help her define success for her customers<<KRA>>. I Then incorporate those needs into each phase of the customer acquisition process <<>> to determine the best way to position each offering in the marketplace and develop the most compelling rationales.
- Intense curiosity and diverse interests enable me to construct brands for clients in a wide range of fields. I have developed brands that connect with audiences in many fields, including: medical <<CFPC>> and dental <<EU>>, fitness <<KRA>> and wellness <<OCU>>, fashion <<EST>> and entertainment <<IR>>, and nonprofit <<DHR>>. This includes clients covering every part of the technology life cycle, from embedded design <<FOCUS>> to prototyping <<eTECH>> to manufacture <<FRAC>> and, finally, recycling <<AXT>>.
Then I Respond & Adapt
- Businesses must respond quickly to changes in the marketplace; their brands must do the same. I provide highly adaptable solutions for each project, providing options that allow clients to expand and transform their offerings. A campaign may have to function in different cities <<KNOW>>or appeal to many different audiences <<PRT>>. A brand may have to present a single message that applies to different offerings and markets.<<EU>>
- I don’t believe in creating a personal style and applying it to every client. Each message and visual approach is unique, tailored to the psychological needs of a customer set, and has nothing to do with my feelings or aesthetic preferences.
- Copywriting is not poetry. Graphic design is not fine art. These two disciplines from personal expression to solve problems of customer attraction and retention. Aesthetic experience must be part of that solution, but by itself it is insufficient. I create designs that transform complex ideas into simple, meaningful messages <<FOCUS>> and messages that engage both emotion and reason <<IR>>.
- How do you make complex topics more accessible <<KNOW>>? How do you approach difficult subjects <<PRT>>? For each brand I create a rationale and an emotional context that distills emotion and reason into a simple idea, packing meaning and import <<PRT>>into one memorable thought.
- Once I’ve developed a brand, I create innovative ways to deploy it, incorporating digital and physical assets — everything from print and promotional materials to online interactions — into the comprehensive set of psychological impressions we call a "brand."
- On every branding team there are three players: myself, my client and his customers. My job is to balance the desires of the customer and the needs of the client by providing clear, honest advice. It’s never about what I want, it’s about identifying a goal and designing a path to reach it.
- Every solution requires a thesis, but without support, the solution is incomplete. Every piece of advice I provide is accompanied by supporting rationales. I never say, “I want” or “I think.” My primary tool is empathy for the customer.
- Leadership is the antithesis of coercion. Leaders create an offering then communicate the value of that offering. I help my clients understand the value of a strong brand and give them the tools they need to develop one. <<LOG>>
& Strategic Planning
- Customers don’t look at a logo or an ad and suddenly take out a credit card. They aggregate thousands of individual cues, subconsciously melding message and design into the mental image we call a brand, deciding if the value of the offering equals the price. To enable and expedite this process, a brand must contain a core message that is expressed in every facet of the customer experience.
- Details are critical. The ten thousand aspects of the brand experience that worked perfectly don’t matter to the guest who found a hair in her soup or someone else’s lipstick on her glass. I work with my clients to evaluate each part of the brand — every facet of the mental images customers form — ensuring minor details don’t derail the process of turning strangers into customers.
- Even in established companies, I find it's best to begin with a blank sheet of paper, researching the current marketplace and competitive landscape, then crafting a brand that carves a distinctive place in the market.
Skills: Design and Production
- Twenty years of daily interaction with digital design software and hardware: Photoshop, Illustrator, InDesign (also QuarkXPress), Acrobat; pen tablets, digital storage and transmission, image capture (digital cameras and scanners), printers of all kinds, including large-format, high-resolution inkjet.
- color correction: balancing images in both RGB and CMYK for the best quality output on screens and a wide array of printing technologies, including commercial digital and offset.
- color selection: developing a brand palette is a critical balancing act — colors must appeal to the right audience while facilitating production in both digital and print formats.
- logo development: logos must be developed in the right way. they will be seen at every size, and must be developed in a way that the message will convey whether applied to the side of a truck or a business card. I also ensure that logos are developed in such a way that they can be reproduced by every conceivable method — etched, printed, carved, embossed — whatever is needed.
- prepress: developing prepress-perfect files that require no intervention and are ready to be printed or incorporated into digital media
- press sheet development: creating large press sheets that maximize ROI and minimize waste, creating several different products within a single press run
- project development: maximizing a budget to get the largest return on a project, including short- and large-run print production and large-format digital and screen printing
- media selection: media and ink selection for every application, including long and short offset print runs, digital printing, large format inkjet, packaging and promotional materials.
- vendor selection and utilization: project analysis and development of competitive bids for print and digital projects, including all communications, overseeing production and quality control.
Color selection and conversion (RGB to CMYK)
Developed with an eye to deployment(Smart execution)
I too ease of using flexibility in terms of both deployment and future changes to products/business
Development based on attention span– from half a second to half an hour
Start from a place of response– Emotional and or intellectual
Research/Topics from most conversational to most technical
Voice– From most casual to most formal, based entirely on audience and free of the authors style
Any word count