Be different (like everyone else)
I didn’t choose graphic design because I wanted to chase every trend, or follow every rule, knowing design is knowing when to break rules. I chose design because I care about how things function. It makes information easier to understand, brands easier to understand and connect with . As a Senior studying Graphic Design at Columbia College Chicago, I am developing a professional identity focused on clarity, structure, and intention. While I am still a student, my perspective on design is simple, effective design should amplify the voices and identities of those you design for.
My interests centers around logo design, brand identity systems, typography, album art, and poster designs. Through my coursework and solo projects, I’ve learned that strong design is not always the most complex. Sometimes the best work is not the project that took months to make. It is strong through hierarchy, spacing, proportion, consistency, and personality. Typography, in particular, has shaped how I think. I feel typography encapsulates the entire philosophy behind graphic design. The difference between low quality and professional work often comes down to small adjustments like kerning, leading, and balance. These details seem minor, but they shape perception, it is one of those things that is rarely noticed, but extremely obvious when not done well. When something is aligned properly and structured clearly, it feels trustworthy and calculated. When it is off, even slightly, it feels messy and uninspired. I’m drawn to precision and details, I feel detailed design shows passion and care which is a necessity in a time where volume and speed is valued over craftsmanship and effort.
What distinguishes me as a designer is my focus on efficiency and expression. In creative spaces, there is sometimes pressure to prioritize personality over clarity. While personality has its place, I believe a design should first communicate effectively. A logo that looks expressive but fails at communication is misguided. A layout that feels experimental but confuses the viewer is fun, but inefficient. There is always a time and place for experimental design, just as there is a time and place to express yourself through your designs. I approach projects by asking practical questions like, what is the goal? Who is the audience? What does this say about the people who make this company what it is? Can this be misconstrued? I love making decorative designs, but it is necessary to know when something is being used because it looks good or because it works well. Good branding is not just a logo, it is a system that works together through websites, business cards, social media, and packaging. Everything should be unique, but constantly call back to other aspects of the brand's character, making it cohesive and unique to the specific brand. A process that helped me is to change the wording, branding implies corporations and capitalism, change the narrative to characterizing. Branding is making a character that reflects the group's identity, goals, and values.
I also believe that corporate design is a misunderstood system. Clean typography, grid systems, and simple color palettes are sometimes labeled as boring and uninspired, but they are widely used for a reason, they work, they are able to scale, evolve, and communicate fast and efficiently. These systems work for a reason, it is not to reinvent the wheel, not every design needs to be ground breaking, it just needs to be effective. My goal is not to design something that feels trendy or stuck. It is to design something that feels stable but still able to change and evolve. It requires understanding visual hierarchy, spacing systems, and brand cohesion, but not only that, it requires knowing why these are important. I am particularly interested in helping small businesses develop strong identities that balance personality with professionalism. Many small brands struggle because they either overcomplicate their visuals or don’t see the value in a solid identity. I want to provide effective expression, visual systems that feel confident while giving you an idea of the character of these businesses.
As I continue developing my body of work, I want fellow designers and potential employers to see someone who thinks strategically and deeply in multiple areas of design. I value feedback and perspective and I understand that design is not self-expression alone, it is analyzing and problem solving. Deadlines, brand guidelines, and client expectations all shape the outcome. Rather than seeing those factors as limitations, I see them as design parameters. They create structure and guidance. Any experienced designer will tell you they would rather work with multiple guidelines than a blank page and the goal of making it “look good”.
Being a student means I’m still refining my voice and skills, but it also means I am actively learning, adapting, and challenging myself. Every project strengthens my skills, often in ways I would not expect. Class critiques sharpen my decision making, intentions, and values when designing. I rely on consistency, attention to detail, and expression for designs. My long-term goal is to build brand identities that feel natural, identities that feel intentional, confident, and trustworthy. In an environment crowded with visuals competing for attention, clarity can draw more attention. Design does not need to be loud to be effective, it needs to communicate and inform a wide audience. And as I continue growing professionally, that principle will remain at the core of my design philosophy. I believe that to make a good design in a professional environment, you need to put your own expression aside, and put it all into the client, use the energy to amplify their voice, their goals, and their values.
