Although it starts with a sketch I believe in understanding a client’s need first, then through a creative process, developing the most appropriate integrated approach that can be communicated clearly and consistently across all media. I follow this process and it leads to measurably and successful results.

Based on analysis and client insights, I often define the key project goals through a quick sketch and a clearly defined creative brief. The Crush Friction Racer sketch below was later changed to the Squirt Friction Racer. Also See Grand Daddy Lures below Squirt friction racer. See also Apparel Design Specs and Logo Color Development.