Design does not come first.

While design is important– it’s what makes one look, stop, and pay attention when one otherwise wouldn’t have noticed– content is the thing. The purpose of good design is to effectively communicate the content. Whether it be to sell a product, convey an idea, distract, diverge or discombobulate, the designer serves as a catalyst – the design being the most direct line between the client and the audience.

It’s all about balance. It’s somewhere in between symmetry and asymmetry. My role is to complete three disparate tasks at once: to communicate a message that is effective for the client, the target audience, and myself. Accomplishing this successfully requires more than knowledge of design software, typography and composition. It simultaneously takes confidence and humility— the ability to communicate divergent ideas for the sake of the best solution while equally valuing the client's vision. I am an artist, but only up to the point that "art" is necessary. Primarily, I am a listener, a thinker, a diplomat and a communicator. I enjoy solving problems, which is why I so enjoy design.

My background in Art Direction for the Home Décor market has made staying on top of popular culture and emerging trends instinctual. My background in Marketing affords me the same attention to emerging trends in marketing and the growing importance of new technologies, as well as tried and true marketing practices as mediums for successful ROIs. As important as it is remain be aware of trends, it is just as vital to not succumb to them. Trends are temporary and specific. Their application is limited. I try to find a balance between timeless and timely.

These facets are a sampling of the constant balancing act that effective design requires. The challenge– the process– is what makes it rewarding... that, and the end result. I’m eagerly awaiting the next such challenge to cross my path.

Kerri McHale is currently employed full-time as a one-woman in-house Marketing Designer, but she is available on a limited basis for freelance work. Please if you are interested in finding out more.

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