A designer is only as good as they are empathetic. I am constantly working to develop a more nuanced understanding and appreciation for people with realities that look different from mine. 

My approach to design varies from project to project, but there are three distinct phases that seem to almost always show up.
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1.  Investigate

I start a project by reading (or creating) the brief, researching, and aligning expectations. At the end of the investigation phase, it is important for a Creative Director to be able to communicate well internally, and shape how the project is going to speak externally. I believe in organizing and presenting digestible information.

2.  Communicate
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All key stake-holders should be sharing the same set of expectations, facts, and goals. A win must be clearly defined. At this point, it’s on me as the person with direct ownership of the project to ensure that my team delivers. My personal rubric for a win is a project that communicates effectively and authentically. 

3.  Iterate
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Whenever possible, designers should strive to deliver a flawless product. I like to check and test my work, and I welcome opportunities to give and receive feedback. With that being said, a desire to nail the perfect line weight or border radius is not something that should ever prevent something good from shipping as soon as possible. We should aim to improve user experiences and offer better communication to users, fans, and clients as efficiently as possible. There’s no harm in iterating later if everyone agrees that the orange just has to be “orange-ier.”

That's not always a good thing. Effective design can dramatically change people's perceptions, feelings, beliefs, and actions. I believe that I—as a designer—am the last line of defense for a product. It is critically important for me to operate ethically, fairly, and in constant pursuit of harm-reduction.

Every decision should be considered.

This is a huge responsibility as a designer. As the person in almost any given project most directly influencing how people navigate and perceive information, I have one chance to create the right priorities. Hierarchy and communication are inextricably linked; this means I have an ethical responsibility to make sure information is prioritized in a way that communicates most effectively. Maybe you skimmed some of my other beliefs, but perhaps you read this one a bit closer because of the headline. That's my job. In all opportunities.