Approach
Method Over Madness
The Code I Work By.
With ~25 years of experience I’ve come to know what it takes to make projects and relationships successful. I push boundaries and break rules, but these are the values I make standard and stick to in all work I do to ensure my clients are successful.
My Process
Design ➧ Develop ➧
Deliver
I believe in the power of creativity to drive purpose and deliver measurable results.
Whether it’s digital or print, I follow a general set of steps to achieve successful work.
My process is collaborative, transparent, and tailored to deliver results that exceed expectations. Listening comes first. I approach every project with an open mind and ears, ensuring I have an understanding your needs before I start.
It actually doesn’t end with delivery. Whenever possible I test and gather data, which I use to improve and maintain what we’ve built.
In a perfect world this design process would be strictly linear—but it’s often not. It’s flexible and adaptive. Each step can shift, repeat, or overlap depending on the needs of your project. This approach allows me to stay agile, refine ideas, and deliver the best possible results at every stage.
Learn & Understand
I start every project with a focused conversation to understand your goals, challenges, and vision. I take the time to learn about your brand, your audience, and what success looks like for you. This initial meeting lays the groundwork for a strategy that’s both creative and aligned with your business objectives.
By asking the right questions and listening closely, I gather the insights needed to shape a custom plan. Whether it’s a full marketing campaign or a single design project, having the right information upfront helps me make smarter decisions and deliver stronger results.
Deliverables
- A detailed research report covering industry insights, competitor analysis, and audience profiles
- A summary of key trends, gaps, and opportunities relevant to the project
- Clear documentation of success criteria and project goals
- Initial discovery notes or findings to guide the strategy phase
These deliverables establish a strong foundation to ensure the project aligns with your market and objectives.
What to Expect
Transfer of Information
At this stage, I’ll gather all the essential information I need to fully understand your business, audience, and goals. This includes things like existing brand assets, project briefs, access to relevant platforms, and any inspiration or reference materials you’d like to share. The more insight you provide, the better I can tailor the strategy to fit your unique vision and needs.
Confirm and Refine Objectives
Before moving forward, I work with you to clearly define the goals of the project. Whether it's increasing website traffic, generating leads, launching a new brand, or improving user engagement, setting specific, measurable objectives ensures we stay focused and aligned throughout the process. This clarity sets the foundation for every strategic and creative decision that follows.
Confirm and Refine Target Market
Understanding who you're trying to reach is key to creating effective design and marketing. In this step, we define your ideal audience—looking at demographics, behaviors, needs, and pain points. This helps ensure every piece of the project speaks directly to the right people and drives the results you’re aiming for.
Establish Success Criteria
We start by defining what success looks like—clear goals, measurable outcomes, and shared expectations. This gives us a roadmap to align strategy, creativity, and execution. With defined success criteria, we stay focused, make informed decisions, and ensure the final result delivers real value for your brand and audience.
Strategize & Present
This is where your inbound marketing strategy begins. I take a deep dive into your company, project, and ideal buyer persona to align your vision with proven strategies and creative insight.
I research your competition and educate myself on your market / industry trends to ensure your strategy stands out and stays relevant. With your target audience in focus, I craft strategies to attract, convert, and retain customers—keeping them engaged and coming back.
Once the strategy is shaped, I present it to you for feedback and approval, making sure it reflects your goals before we move forward together.
Deliverables
- Creative Brief or Strategy Document: Outlining project goals, audience insights, messaging direction, and visual approach
- Brand Positioning Overview: Key differentiators, tone of voice, and value proposition
- Sitemap or Content Outline (for web projects): High-level structure of the site or deliverables
- Platform & Channel Recommendations: Guidance on where and how the strategy will be applied
- Presentation of Strategic Direction: Walkthrough of the rationale and plan for feedback and alignment
These deliverables ensure everyone is aligned before moving into design or development, reducing risk and setting a clear path forward.
What to Expect
Research Market & Competitors
I dig into your industry, audience, and competitors to uncover trends, gaps, and opportunities. This insight helps us position your brand strategically, craft messaging that stands out, and identify smart ways to connect with your audience—giving you a stronger, more effective presence in a crowded market.
Define Creative Direction
Using your goals and audience as a guide, I define the visual style and messaging approach that will shape the project. This strategic foundation ensures every design, word, and interaction aligns with your brand identity and connects with your target market—creating a clear, consistent, and compelling experience.
Outline Strategic Plan
I create a tailored plan outlining key actions, deliverables, timelines, and platforms. Whether it’s a website, brand launch, or marketing campaign, this roadmap keeps the process organized and efficient—ensuring we stay on track, meet deadlines, and bring your vision to life with clarity and purpose.
Present Concept & Strategy
I guide you through the proposed direction, explaining the thinking behind each choice. This stage is all about collaboration—your input helps refine the strategy and ensure everything aligns with your vision. Together, we finalize the plan before moving into design and development with clarity and confidence.
Design / Develop
Deliverables
- Initial Design Concepts: First-round visuals such as logo designs, layouts, or interface mockups
- Wireframes or Prototypes (for web projects): Interactive or static previews to show structure and flow
- Design Revisions: Refined versions based on feedback, showing evolution toward the final look
- Final Design Files: Production-ready assets (e.g., PSDs, PDFs, or SVGs) for branding, print, or digital use
- Front-End or Back-End Code (for web projects): HTML, CSS, JS, or CMS implementation as development progresses
- Staging Site or Test Links: Live previews for review and testing during development
What to Expect
Create Initial Design Concepts
Using the approved strategy, I begin designing key deliverables—like logos, brochures, packaging, or other collateral—ensuring each piece is aligned with your brand identity and speaks directly to your audience. Every design is crafted to make a lasting impact and support your overall goals.
Design Custom Website Layouts
For web projects, I design custom page layouts that strike the right balance between visual appeal and user experience. Each layout is crafted to support your content, engage your audience, and create a strong, effective foundation for your online presence.
Develop Website Functionality
Once designs are approved, I move into development—building responsive, fast-loading pages that not only look great but also perform seamlessly across all devices and browsers. Every detail is carefully coded to ensure a smooth user experience and a strong technical foundation for your website.
Ensure Brand Consistency
Every element is crafted with visual and messaging consistency in mind, reinforcing your brand’s identity. This cohesive approach builds trust, strengthens recognition, and ensures your audience has a seamless experience across every platform—whether it’s digital, print, or anything in between.
Collaborate & Review
I share design progress with you throughout the process—whether it's early sketches, polished concepts, or working prototypes—so you're always in the loop. Your feedback helps guide the direction, keeps your vision at the center, and allows us to make smart adjustments early. That way, we stay aligned and deliver a final result we're both proud of.
Present & Iterate
Here, I present the work to you in full. Rinse and repeat. This is your opportunity to review the work, share your thoughts, and decide what resonates and what may need refinement.
Through open discussion, we explore how the design can be improved to better connect with your target audience and achieve your goals. Your feedback is essential, and together, we’ll fine-tune the work to ensure it’s as effective and impactful as possible. This collaborative process helps us shape the final product into something that not only looks great, but also delivers real results.
Deliverables
- Design or Development Presentation: A walkthrough of the current version, explaining key decisions and how they align with goals
- Review-Ready Files or Links: Shared mockups, test pages, prototypes, or PDFs for your feedback
- Feedback Documentation: A summary of your input, questions, or suggested changes
- Updated Design or Code Rounds: Revised visuals, layouts, messaging, or functionality based on feedback
- Change Log: A record of updates made during the iteration process
What to Expect
Present Initial Work
I present the first round of designs or development—whether it’s a logo, print piece, or website—so you can see the concept take shape. This is your chance to react, provide feedback, and make sure it aligns with your vision before we move forward. It’s a collaborative step that keeps the creative process transparent and on track.
Gather Your Feedback
You review the work and share what’s working and what needs refinement. Your feedback ensures we stay aligned with your goals and vision, allowing us to fine-tune the details and keep the project moving in the right direction. It’s a crucial step in creating something that truly reflects your brand.
Refine & Improve
Taking your feedback into account, I make thoughtful revisions—refining visuals, messaging, or functionality to better connect with your audience and improve overall impact. Each update brings us closer to a polished result that aligns with your goals and performs effectively across all touchpoints.
Collaborative Decision-Making
We collaborate closely to refine the project, making sure it not only meets your expectations but is also strategically positioned for lasting success. This teamwork ensures every detail aligns with your goals, resulting in a final product that’s both impactful and built to thrive in your market.
Optimize & Test
(Web & Digitial Only)
Optimize & Test is a crucial phase for web and digital projects. Once the core design and development are complete, I shift focus to performance, usability, and technical excellence. I streamline your website by cleaning up code, optimizing images, and fine-tuning elements to ensure faster load times and a smoother user experience.
I adhere to—and aim to exceed—Google’s performance, SEO, and accessibility standards, helping your site rank well and reach more people effectively. I test across all major browsers and devices to ensure everything works seamlessly, no matter where or how it’s viewed.
For email campaigns: I rigorously test in all major email clients and screen sizes to make sure your message looks sharp and functions properly everywhere.
This step ensures your digital presence is polished, professional, and built to perform.
Deliverables
- Performance Optimization Report: Detailing improvements like image compression, code cleanup, and faster load times
- SEO Settings & Metadata: Finalized page titles, meta descriptions, alt tags, and structured data
- Accessibility Enhancements: Updates to meet accessibility best practices (e.g., color contrast, keyboard navigation)
- Cross-Browser & Device Testing Results: Documentation showing compatibility across major browsers and devices
- Email Client Testing Summary (for email projects): Screenshots or notes from testing across platforms like Gmail, Outlook, Apple Mail, etc.
- Google Performance Benchmarking: Metrics showing how the project meets or exceeds standards for speed and usability
- Pre-Launch QA Checklist: A final review of visuals, links, functionality, and content accuracy
What to Expect
Speed & Performance Optimization
I optimize your site by cleaning up code, compressing images, and boosting load times—creating a faster, smoother experience that keeps users engaged. These behind-the-scenes improvements enhance performance, support SEO, and ensure your site runs efficiently across all devices and browsers.
SEO & Accessibility Standards
I apply SEO and accessibility best practices to help your site rank higher in search engines and ensure it’s usable by everyone. From keyword optimization to readable layouts and inclusive design, these enhancements make your site more discoverable, user-friendly, and aligned with today’s web standards.
Cross-Browser & Device Testing
I test your website across all major browsers and devices to ensure it looks and works flawlessly—whether on desktop, tablet, or mobile. This step helps catch issues early, delivering a smooth, consistent experience for every user, no matter how they access your site.
Email Campaign Testing
For email projects, I test across major email clients and devices to ensure your message looks clean, functions properly, and stays consistent everywhere it’s viewed. This helps avoid rendering issues, boosts deliverability, and ensures your audience gets a polished, professional experience in every inbox.
Exceeding Industry Standards
I follow—and strive to exceed—Google’s performance benchmarks to ensure your site launches with a strong technical foundation. From speed and responsiveness to SEO and accessibility, these standards help your site perform better, rank higher, and deliver a smooth, reliable experience from day one.
Deployment
For web projects: Deployment is where everything comes together and your project is launched into the real world. For websites, this means taking the site live—making sure it’s hosted properly, connected to your domain, and visible to your audience. I also ensure all necessary redirects are in place, so any previous URLs are forwarded correctly and there’s no loss of SEO traction or search engine visibility.
For print projects: Deployment means preparing and sending final files to the printer. I make sure everything is formatted to the highest quality standards for sharp, professional results—CMYK color, proper bleeds, high-resolution images, and anything else your printer requires. Whether digital or print, this step ensures your project is delivered at its best, ready to make an impact.
Deliverables
- Live Site or Final Files: Fully launched website or production-ready design files delivered to the client or vendor
- Hosting & Domain Setup (for web): Configuration of hosting environment, DNS settings, and domain connection
- Redirects & Final SEO Settings: Implementation of 301 redirects, metadata, and final SEO polish to preserve rankings
- Search Engine Submission: Sitemap and site submission to platforms like Google Search Console and Bing Webmaster Tools
- Print Coordination Files (for print): Press-ready files and communication with the print vendor to ensure accurate output
- Training Materials or Walkthroughs: Optional CMS training, how-to guides, or recorded demos to empower client updates
- Launch Support Window: A period of post-launch availability for addressing final tweaks, technical issues, or questions
- Final QA Sign-Off Checklist: Confirmation that all functionality, content, and visuals are approved and fully operational
What to Expect
Launch Website Live
For web projects, I manage the full technical launch—setting up hosting, connecting your domain, and making sure everything is live, functional, and accessible. This seamless process ensures your site is ready for visitors, search engines, and future updates from the moment it goes live.
Implement Redirects & Final SEO Settings
I set up redirects to preserve SEO value and avoid broken links, especially if URLs have changed. I also finalize on-page SEO—titles, descriptions, image alt tags, and metadata—so your site is optimized for search engines from the start and ready to perform well in rankings.
Prepare & Send Print-Ready Files
For print projects, I format and deliver high-resolution, press-ready files—ensuring proper color profiles, bleeds, and specifications to guarantee quality output.
If needed, I’ll work directly with your print shop to ensure files meet their specs and everything is produced accurately. From color matching to formatting, I handle the details so your printed materials look professional and come out exactly as intended—making the process smooth and stress-free.
Final QA Checks
Before any project launches or goes to print, I complete a final round of quality checks—reviewing visuals, content, and functionality to catch any last-minute issues. This ensures everything looks polished, performs correctly, and meets the highest standards before it reaches your audience.
Submit to Search Engines
Once your site is live and optimized, I submit it to search engines like Google and Bing. This ensures your content is indexed quickly and correctly, helping your audience discover you sooner. It’s a key step to get your SEO efforts working right away.
Provide Training (if needed)
If your project includes a CMS or tools you’ll use, I provide personalized training to help you feel confident managing your content. Whether it’s updating pages, adding blog posts, or editing images, I make sure you’re equipped to keep things running smoothly.
Report, Maintain & Improve
For web projects: This step is where long-term success is nurtured. For web projects, this step begins with setting up detailed tracking through Google Analytics, Adobe Analytics, or similar tools. I configure goals and conversion tracking to measure how users are interacting with your site—what’s working and what could be better. Once the data starts coming in, I compile it into clear, easy-to-understand reports, typically using Looker Studio. These reports help you see the bigger picture and understand how your website is performing.
Performance Updates: I don’t stop at reporting—I use that data to make smart, strategic updates that improve performance. Whether it’s refining a call-to-action, adjusting page layouts, or improving site speed, each change is informed by real user behavior with the goal of boosting engagement and conversions over time.
Website Maintenance: Website maintenance is also a key part of this step. I ensure your CMS—like WordPress—is up to date, plugins are secure, and your site continues to run smoothly. This includes ongoing content updates like blog posts, image swaps, and even the addition of new pages or sections to keep your site fresh, relevant, and optimized.
For print projects: This phase is more about reflection and adaptation. While we don’t have analytics in the same way as digital, I gather any available feedback or performance data—whether from customer response, sales results, or internal observations. If a piece didn’t perform as expected, I use those insights to adjust and improve future versions, making sure each project continues to evolve and deliver stronger results.
Deliverables
- Performance Reports: Analytics summaries showing traffic, engagement, conversions, or other KPIs
- SEO & Accessibility Audits: Periodic checks to ensure your site remains optimized and inclusive
- Maintenance Updates: Regular backups, plugin or platform updates, and bug fixes (for web projects)
- Content or Design Refreshes: Optional updates to keep messaging, visuals, or features relevant and engaging
- Technical Support: On-call help for troubleshooting issues or answering questions post-launch
- Improvement Recommendations: Strategic insights based on performance data—suggesting ways to boost results
- Client Check-Ins: Scheduled touchpoints to review goals, discuss upcoming needs, and align on future improvements
What to Expect
Analytics Setup & Tracking
I configure Google Analytics, Adobe Analytics, or similar tools to track user behavior, traffic sources, and key conversion points—so you know exactly how your website is performing.
Build Custom Reports
I create clear, easy-to-understand reports (often using Looker Studio) that show how your digital presence is growing and where it can improve. I present this data to you in plain language, not tech jargon.
Ongoing Optimization
Using real data, I make strategic updates to your site—refining layout, content, or calls-to-action to increase engagement and conversions over time.
Website Maintenance & Content Updates
I keep your CMS (like WordPress) up to date, fix bugs, optimize speed, and help with ongoing updates—whether it’s adding new blog posts, updating images, or launching new pages.
Review Print Project Impact
For print work, I gather any available results or client feedback to understand its effectiveness. If improvements are needed, I refine the design for better performance in future campaigns.