Getting the Work Made
A great concept only matters if it survives contact with a printer, a die line and a load-in schedule. This is where that happens.
My RoleConcept, Art Direction, Design, Production, Project Leadership
Design doesn't end at the file.
A finished layout is not a finished product. Getting from an approved concept to a physical object on a trade-show floor or a store shelf means dielines, print proofs, vendor coordination and a lot of decisions that never show up in a portfolio — but absolutely show up if they're gotten wrong.
Production knowledge is a design skill.
Knowing how a die cuts, how a substrate takes ink, or what a booth vendor actually needs to build something on time isn't separate from design — it's what keeps a concept from getting watered down between approval and delivery. That's often the difference between a good idea and one that actually ships.
Physical, built, real.
Concepts that survive being built.
Work that held up once it left the screen — coordinated with printers, fabricators and vendors so the finished, physical piece matched the concept it started as.