I'm driven by a persistent eagerness to solve problems and make stuff better. I create my best work when I stick to a game plan and timeline. This approach allows me to trust the process, so ideas have space to emerge. If genius isn't striking, there's a reason why. So, I go back to any questions looming in the back of my mind. My process helps me discover answers.
Steps I like to follow
- Research and information gathering – what do I need to know in order to do my best work?
- Target audience refinement and persona creation – so I can ask myself, would Sally like this?
- Moodboarding – so we can picture a solution before we start
- Concepting – often beginning with pen-on-paper ideation
- Informal user testing with the target audience – when I get to actually ask Sally if she likes it
- Concept selection – based on how the client reacts to each concept and my user testing findings
- Constructive feedback loop with the client – focused on improvement and refinement, until we reach a solution
My favourite tools
I use InDesign for most compositions, and Illustrator for logos, icons and illustrative work. My most common use for Photoshop is retouching rasterised artwork – usually paintings that I scan in. For video editing, I use Premiere Pro, and a bit of After Effects here and there.
My Wacom tablet is my preferred tool for illustration. Still, I create a lot of work the old fashioned way: some of my favourite supplies include my watercolours, oil pastels and coloured pencils.