Since 1997 when I worked with my very first client, eMall, on holiday GIFs for their new catalog site, I have learned a lot on the most effective approach for any project, be it logo design, a branding campaign, UI and UX interface design, websites, video presentations, and keynotes. This approach always yields the most effective results. I call this The 5 D's. It all starts with a conversation.

Discuss, Discover, Design, Develop, and Deliver


Discuss: Expectations | Wish List | Scale | Wants | Needs Budget | Timing | Involvement | Schedule

5-ds-icons-discussNot just at the first meeting or on the initial phone call, but throughout the entire lifetime of any project, there needs to be a healthy balance of information exchange between the client and the designer/developer. This includes specifications of the project, discussion on aesthetics, likes and dislikes, and general understanding of goals and deliverables. I’ve found that all initial conversations bring to surface some unknowns, and opens up new possibilities which the client was unaware of. This usually adds excitement and energy to the project. For example, I once was hired to design a brochure. Through the discussion of their future uses of this printed investment, I was able to offer the idea of a brochure as a folded info-graphic, and then to double its usage as a poster for their trade shows. Thinking outside the box will open up a whole world of possibilities unknown at the start. If you need this type of marketing consultation, let’s talk!


Discover: Competition | Trends | Integration | Technology

5-ds-icons-discoverResearch is essential in each of the projects I’ve worked on. We need to be sure our logo and icons are not copies, and then our site designs work with the expectations of the users. How can we be sure that we are making the most logical and thoughtful choices? The discovery stage does just this. Through research, we uncover trends, review options, and homogenize the competition’s approaches so we can stand out while fitting in. This is also when we look at options we don’t want, which is as valuable as knowing what the client likes.


Design: Color | Unique | Align | Font | Weight Space | Size | Relation | Shape | Meaningful

5-ds-icons-designNot much to really explain here. Design is pretty clear, right? Well, yes and no. Design not only includes shapes and colors, it also covers the font and type treatment, the messaging, the overall vibe. In some instances, it’s the timing, the subtle kick-back of an animated title. Design is the look, feel, usage, layout, timing, and character of the product. It’s not a $50 logo. It’s the beautiful offspring of the discussions and discovery. Congrats! It’s a logo, website, video, keynote, branded campaign!


Develop: Code | Program | Functional | Interface | Data

5-ds-icons-developNot so fast there slick, we have to make this baby sing! Develop is code. Develop is construction. To develop is to piece together all of the above into a functional end result. Logos are the easiest simplest to develop; after their design, we create about a dozen file formats and a usage-guideline. Websites can be a complicated product to develop; the more complex the site, the more to develop, test, tweak, and re-code. Videos and interactive media have their own development process; such as the use of story-boards and keyframes and double-clicks. There has never been a simple easy one-click process to develop for any one of these kinds of deliverables. Because all projects have specific purposes, they require thoughtful approaches.


Deliver: Print | Web | Video | AdWords | Social Media | Stationary | Signage | Keynote | Kiosk | Disc

5-ds-icons-deliverWhether it be print, digital, or billboard, the choices abound and the costs will range. I have experience in almost every aspect of media except broadcast TV. Delivering a website is fairly straightforward and requires dozens of flips to switch and knobs to toggle. In any case, being present and included in the delivery process ensures your project gets out on time and with minimal problems.

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  • Goals
  • Passion
  • Budget
  • Audience
  • Team
  • Time
  • Go!

You Have Goals

First I'll need to know… Do you have a goal? This may seem obvious, but if you don’t know where you’re going, then you won't know you’ve arrived when we get you there. What goals do you want your website to achieve?

If you don’t have clear goals, but you’re prepared to hire me to help you define them… let's start here.

You Have Passion

Building an audience online is hard work and it takes time. Passion is the fuel you need to keep going when it looks overwhelming or too challenging.

You'll want to be passionate about what you do. This will be the fuel to keep your momentum.

You Have A Budget

If you want to meet your goal, you’ll need to look at this as an investment in your business.

My professional expertise is worth this investment.

You Have An Audience

Building an audience through blogging, podcasting, interviews, white papers, presentations, speaking, and education is the only way to generate new customers online.

If you don’t already have an audience you should be prepared to build one. I can help you there too.

You Have A Team

We are about to build an effective marketing tool, and this will require time and resources. I can provide some guidance to help bolster and reinforce your team. But it will require some people to assist you.

It could be as simple as a virtual assistant to help out a few hours a week or a fully-fledged content production team, either way, you’re going to need help.

You Have Time

When we work together, it will require a commitment and some feedback from you during the process. If your goals become no longer a priority, let's regroup.

We want to maintain ​momentum, be inspired by your passion, and reach your goals together.

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