How do you ensure quality?
I ensure options are refined and limited before client exposure. On the other hand, sometimes it makes more sense to work closely with the client throughout the process, too—showing untidy work, rough drafts, and building from there.
I'm also a problem solver. I'm very solution-oriented in my design. It's not just function and it's not just beauty. Sometimes I may want to lean on the beauty of it and figure out the function later, and sometimes it's the opposite. But to ensure quality, you need both.
What do your formative projects communicate about you as a designer?
Kylie Cosmetics was evolving and needed greater cohesion. Capturing the founder's own creative growth was essential as well, and in my collaboration with her, I built a design language to elevate the brand beyond a young buzzy image. This established clearer connectivity across collections and reflected the founder's many creative inspirations. I had to remain open to a more organic workflow, releasing my creativity in a new way.
With a brand like Obagi, I was ushering a company from the 1980s into the contemporary market. I combined their five or six different logos into a cohesive touchpoint that encapsulated the overall brand. I then created a hierarchical packaging system for the different sub-brands that was easy for consumers to understand. It was a really fulfilling challenge to stretch my design muscles and empower this beloved brand to attract modern consumers while honoring longstanding customers.
What's your favorite part of your work?
I'm so exhilarated every day because I can't believe I'm able to do this for my career. I really do love having a creative solution to a problem. I love feeling like I've found the answer no one has thought of before. With this job, there's almost an endless amount of ideas, so I love that I keep uncovering something new.