Vita
Education
Partner
Partner
Motivation
Many years of professional experience, now over 25 years, have taught me that creative work is very much dominated by trends, but the blind, unreflected use of trend-driven design is not always the right choice. It is much more important for brand building to create a constant that survives trends. It is really great to see self-created designs that confirm their relevance in the market years later. Even in the digital world, good, strategically consistent design is an important part of generating attention and lasting interest. For me, the increasingly sophisticated design tools in the Adobe Creative Suite are a real driving force. What seemed impossible in terms of design years ago is now a reality. And experimenting with these possibilities is great fun.
Many years of professional experience, now over 25 years, have taught me that creative work is very much dominated by trends, but the blind, unreflected use of trend-driven design is not always the right choice. It is much more important for brand building to create a constant that survives trends. It is really great to see self-created designs that confirm their relevance in the market years later. Even in the digital world, good, strategically consistent design is an important part of generating attention and lasting interest. For me, the increasingly sophisticated design tools in the Adobe Creative Suite are a real driving force. What seemed impossible in terms of design years ago is now a reality. And experimenting with these possibilities is great fun.
The analogy to fly fishing
The art lies in the best possible presentation of the fly to outwit the fish. But the choice of material and bait is also important. What is important is an iterative process with patience - and constant practice, training and experimentation. The typical design process is similar. The goal is usually clear, but the way there is also characterised by many decisions. Which layout tool, which software, which fonts, images and colours lead to the goal is also always a learning process, sometimes straightforward, sometimes winding - but always with an eye on the optimum result ...
The art lies in the best possible presentation of the fly to outwit the fish. But the choice of material and bait is also important. What is important is an iterative process with patience - and constant practice, training and experimentation. The typical design process is similar. The goal is usually clear, but the way there is also characterised by many decisions. Which layout tool, which software, which fonts, images and colours lead to the goal is also always a learning process, sometimes straightforward, sometimes winding - but always with an eye on the optimum result ...
Skills
Adobe Creative Suite
Design Tools
CMS
Marketing