Positive directions in graphic communication

Design is a conceptual process. I was introduced to that principle many years ago in design school at RIT, and have continued to learn and grow in how I solve visual problems ever since.

Attract, Engage, Inform, Inspire—Positively

Those are our tenets for every project.

Clients large and small have trusted us to attract, engage, inform and inspire audiences in promoting their entities, their events, initiatives, and information—within their branding guidelines or starting from scratch.

Typographic/composition details, readability/usability, demanding production supervision, respect for design ethics and intellectual property ownership—among other professional responsibilities and details—are always part of our approach to projects.

While not a writer per se, in the course of design development I have often worked to add a spark and/or needed prioritization and focus to client copy, tag lines—even name development.

Oh, and the more socially responsible the better. We care deeply about our planet and ALL of its inhabitants.
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Me? Avid road cyclist. Photographer. Lover of the natural world. Huge fan of Halloween and well known for the mysterious (not scary!) Wizardy World that takes over my home—outside and in! (https://www.flickr.com/photos/salferro/collections/72157627730277912/)

Founded: 1989

Work Terms

We require a sign off on our estimate and a portion of the agreed upon estimated cost to begin work.

Unless specifically agreed upon, we retain intellectual property rights to presented concepts and artwork. Full usage rights to FINAL digital artwork will be granted to the client upon final payment for logos, branding assets, and other elements as requirements dictate. We do not engage in "work for hire."

Process:
This covers a full-scale branding effort, but all design projects require some level of these steps.

After initial consultation to get a full understanding of audience and project goals, I will insure that budget, expectations and schedule align, then provide either short list of deliverable turnarounds or fully-detailed calendar to the client. I insist on a partial payment in advance for clients old and new.
Depending on the scope of the project, these steps follow and may be simple or complex:
research of client/audience "space;" possible compilation/analysis document or presentation+feedback;
initial conceptualization, presentation of a predetermined number of design concepts+review/feedback;
refinement of concept(s)+presentation of predetermined number of refined concept(s)+review/feedback;
determine need for and request for additional elements (eg. copy, imagery) from client as needed and/or development/commission/management of those elements;
determine need for production and provide specs for production (eg. printing, web development/coding), oversee or cooperate with client on any bidding
one to two rounds of further refinement of one chosen direction+preliminary application ideas based on client needs;
finalization of concept for production/layout/reproduction/digital assets;
presentation of layout, concept applications (eg. branding to templates), or prototype+review/feedback;
provide digital assets/specs to client and/or their production vendor as relevant; liaison, monitor, or review vendor proofs/prototypes/deliverables.

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