As a designer I strive to design for a purpose, creating an impact upon others. My passion begins with the concept of branding to promote meaningful messages. As part of my design aesthetic, I enjoy experimenting with contrasting and block colour in my digital illustrations, though I believe the joining of both strategic, written communication and innovative design is key to a successful campaign. My design approach is driven by understanding a client’s goals, mission and values as a business, individual or community. By having this knowledge, it directs an informed solution. I am creating beautiful, yet functional design for people, not just ‘users’.