Great creative doesn’t begin on screen or with a sketch pad. Great creative begins with a complete understanding of the strategy — the client’s needs, the desired effect when someone reads, hears or sees the work, and the overall goals.

Only once the strategy and desired goals are clear can the creative process begin.

This perspective begins at a high level and then informs every aspect of design. Because the only real measure of effective creative work is results — not cool or hip it is, nor how many awards it may win — it is only the results we plan for.

Effective creative doesn’t include just one successful element — to meet the objectives, every element has to work well and work together, from initial strategy, to copy, to design, to packaging and beyond.

I’ve spent my decades-long career as a strategic thinker and lead creative. I’ve developed projects in broadcast, print and digital media. And I’ve had the opportunity to develop marketing strategy and materials for a remarkably diverse range of products and services — from mega-yachts to computer software to baby strollers— just about every imaginable type of project (and a few that still surprise me).

With my own firms, and in director and lead designer roles with large advertising agencies working with nonprofits, I’ve been blessed to serve over 40 ministries, including some of the largest in country. I’ve learned what it takes to raise money for nonprofits.

I love putting that hard-earned expertise to work to raise funds for ministries and nonprofits that change our world — it is extraordinarily satisfying work for me!

As Creative Director for Oneicity, my job is to ensure that every person on my team knows and focuses on the objectives of the project, and that everything we produce is grounded in strategy, integrated across channels and designed to deliver specific results.