Thoughts on design

I was recently asked to give some thoughts on design. What kind of work I like to do, and what I like to see in other people’s work. This is part of what came out:

My goal as a designer is to create what I like to call meaningful brand connections. That can mean a lot of different things… A memorable experience. A story worth repeating. Alluring design. Efficient use of resources. Clear messaging. A sense of value for both the brand and their audience. Something that helps people, our health and our environment. Something that makes people smile. Or at least a positive feeling about a brand. The work I like usually has some combination of these elements. I’m a type and graphics geek, but cool looking design isn’t enough to win me over. It needs to have a purpose.

- Jeff Oeth

(Artwork by Brad Neely.)