/// SAYING NO TO a sale



My first job as a designer was at a tiny little print shop. It was a great experience for me to learn the ins and outs of printing as it relates to design. The downside of this job was the design clients. When your main service includes Makin’ Copiessss, I’m sure it’s not hard to imagine that we didn’t exactly have the pick of the design litter.

I once had a project for a client who was a champion wrestler. (He also was in jail for some violence-related crime…) His PR rep. asked me to create a poster for an upcoming gig that he was trying to book once he was out of jail. The feel of the design was manly, raw, crude and rugged. I tried my best, but frankly the design sucked. I had no idea how to design something for this type of client.

Today, if this PR rep. was to come to me for design, I would happily say no. I would probably say hell, no.

The reason is that I wouldn’t be a good fit for him and he wouldn’t be a good fit for me. He’s not my ideal client. I can’t get behind his passion project and narrow in on his aesthetic.

While it’s hard to say no to any person waving dolla-dolla bills at you, you’re usually better off just saying no thanks to people who don’t fit your niche. This will free you up for when that Prince Charming client arrives. Then you can say yes knowing you will enjoy the project, and they will be happy with the end result.

Think you may be my ideal client? Holla at me!




Typefaces bleed into our everyday life, though often go unnoticed as a we scan newspapers, magazines, labels and on and on. So many typefaces were designed for a certain purpose. What we often forget is that typefaces and lettering are often a matter functionality AND style. And Didot takes style seriously.

A little history

Didot is part of a group of typefaces that were named after a French printing and type producing family. In the early 1800s, the Didot family was the Steve Jobs of print and font foundries. The fonts they designed included Didot, Linotype Didot, Firmin Didot, Didot LP and Initiales Grecques. Firmin Didot cut the letters and his brother Pierre Didot used the types in printing. Never before had a typeface had such varying stroke weights, which gave it a classical and elegant feel with a modern twist.

Characteristics & references

Didot’s essential trait is its high and abrupt contrast between thick and thin strokes. This is why it maintains it’s chic feel today and can be seen all over the fashion world. Didot is used in logos for both VOGUE and Harpers BAZAAR. Watch most make-up or skincare commercials and you’ll see it’s their primary font. It’s used in brand logos for the likes of Zara, Guess and Giorgio Armani. Talk about sophisticated. Overall, the reason Didot is a typeface champ is because it strikes an impressive balance between strength and femininity, modernity and classical refinement. Plus it’s French – no wonder it’s so chic.




Winter is starting to close up shop and I am more than ready. Get me out of this frozen muck and bring on Spring! Spring, in my mind, starts in March. The airs starts to feel heavier, people break out of their boots and sunlights sticks around for a minute more.

So to mark my unofficial start of Spring, I created this wallpaper calendar for your smartphone or tablet. It has a little twist on the traditional March greenery with a pop of a brightened mint. Download it for your own device and bring on Spring.

iPhone /// iPad



I work with all sorts of people who do amazing, creative things. Bakery owners, skin care product developers and fashion bloggers to name a few. There are a lot of reasons I choose to do design for people like this. One of the biggest reasons I love to work with these groups of creatives is their passion.

You can learn a recipe for a perfect cake or what’s hot for Spring, but passion is something you just have. It bubbles up inside you the minute you wake up and doesn’t settle until your head hits the pillow at night. You can’t teach that. Adeo Ressi, a serial entrepreneur, says, “…real passion and conviction, there’s no test to measure that, except the test of hard knocks. When you get punched in the face ten times and get up and keep going.”

That’s your passion.

I feel so lucky to get to narrow in on that passion, and translate it into design. That’s kind of a good one-sentence summation of what I strive to do through branding and web design: bring your passion and drive for your business to life through design. ( To see the fashion blogger + skincare brands, click here )

My client’s passions are also usually ones I can get behind. They’re doing things I also really enjoy and spark my interest, and that ignites my creativity. While some may be really passionate about the newest i-gadget, that’s not really my thang. But the newest craft brew on the market? I’m down!

Finding your dream clients starts with knowing yourself. You have be 100% behind their business to be able to create exactly what will fit their brand best. If you feel lukewarm about their passion, it will likely show in your work. But if you wake up wide-eyed and excited to crank out your best work, then you know you’ve likely found your dream client.

Thank you may be my dream client? Holla at me!