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Specializing in creating and communicating concepts, implementing marketing strategies and developing interactive design solutions.

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Choosing Typefaces

Choosing which typefaces to use for certain projects is one of the designer’s biggest challenges. Early in my career I went to see a very successful creative director for an informational interview. The thing she stressed the most was the importance of learning the logistics of type as it separates great design from average. Although I had some fundamentals down and taken some theory I still struggled with practical application – what goes with what?

I found that experience and experimentation helped to train my eye. Utilizing universal design principals in different contexts increased my exposure to different design problems. Reading and studying books and articles on type treatment moved my understanding from unconscious to conscious. Deconstructing the “whys” of type. While making design decisions based on intuition was good so far as it went a deeper understanding was needed.