Caroline’s Artist Statement:
As a designer, the most important goal is being able to successfully communicate an idea without saying it directly. My main objective as a designer is improving a company’s brand identity or enforcing the identity they currently have through the use of strategic promotional design and basic branding principles. I am extremely thorough when developing ideas. I enjoy collaborating with others, however, I’m also comfortable working on projects independently. I’ve worked in the corporate world with brands that already had national recognition, and I’ve also worked with small business-owners that knew little to nothing about their brand before I arrived.
The principles that I live by are quite simple, and this doesn’t exclusively apply to my professional career. I value ethics over everything. Some things in life are out of our control, but the people I choose to work for, the ideas I choose to push, and the money I choose to accept, is the one of the few things I have complete control over, which is why I’ll never use my influence as a designer to manipulate others. Secondly, I know that anything that scares me is going to help me grow, not just professionally but as a human being as well. More importantly, I always try to force myself to go into everything with an open mind. As my father always says, “your comfort zone is a beautiful place, but nothing grows there.”
My biggest inspiration as an artist comes primarily from the pioneers of Swiss design, specifically Adrian Frutiger, who is responsible for his groundbreaking advancement of digital typography. In addition to Swiss designers, I’m also inspired by the Bauhaus movement and the geometric, minimalist designs that were brought about in the early 20th century. You’ll notice in a lot of my work I don’t focus on ornamentation. As a firm believer in function over form, it is more important for me to be able to get a point across, as opposed to simply making the point look pretty, however- when done right- I believe both can certainly be achieved.
Services
Brand Identity
Social Media Marketing
Editorial Design
Product Photography
Email Design