Inspiration does not equal education. And by that I do not mean formal education, but educated decision making. Being able to identify the real-world challenges of your client and all the accompanying factors is the first step in a successful –not a pretty– design execution. This vision should be the primary focus of a designer, because it is very much a part of the design process, especially with branding projects.

To create a singular graphic that meets the criteria of all communication mediums, the technical considerations of current assets while planning for future assets, and striking an emotional chord in human beings for the purpose of spurring them to action, is the glorious pinnacle of graphic design.

Andrew Beck .


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