Meet Richard

I consider myself a "CONNECTOR" 

What I have come to learn over the past 30+ years is that my work as a designer was arbitrary without the idea that connects a brand to its target. I had the fortunate misfortune of having worked in "branding and design" in the 1980's for small creative agencies who had yet understand their potential role as brand strategists. After a few years of toiling to present over a dozen "designs" only then to watch my bosses say to clients "they are all great, you can choose". Then it was off to the dreaded focus groups to allow consumers to choose, and yet, consumers cannot tell you what you should do? Worse, mixing preferred elements together in hopes of optimization. 

Often agencies were unable to make recommendations because there was no understanding of what the brand actually stood for from the onset, or the agency was not challenged to create the big brand idea before design execution. Developing the big sticky idea, grounded by data was the real way to deliver value to our clients. 

I NEEDED TO SIDE WITH THE BRAVE, those visionaries who TRULY helped clients build their brands. It was then that I discovered my true talent, far exceeding my gifts as a designer. It was this skill that fueled my career, and greatly improved my creative direction. This skill led to me becoming a chief client relationship leader. But mostly having it was having a blast seeing our contributions propel our client's brand in the marketplace and the world and ultimately their bottom line!

THE WAY I SEE IT IT IS DREADFULLY SIMPLE:

STEP 1:
DATA AS BRAIN NUTRITION

STEP 2:
CREATE THE BIG, DRIVING IDEA THAT WILL STICK WITH TARGET

STEP 3:
TACTICAL EXECUTIONS
(the idea comes to life in the hearts and minds of your target) 

While the steps are dreadfully simple, coming up with the idea requires tremendous imagination, X-factor talent, and the ability to make tough decisions.

Richard