Jerry asks the right questions.

Jerry asks the right questions. Even as a young designer Jerry knew that there was no substitute for real experience. At one of his earliest jobs he had the good fortune to work with a group of talented designers and he would pester them constantly with questions. “I watched how they worked - their creative thinking process, and asked a ton of obnoxious questions,” Jerry jokes. Now after 15 years in the creative field, Jerry is still asking important questions; of his clients, his colleagues and himself.

Jerry attributes the success of his work to three important questions. “When I start a project I always ask, ‘What is the brand?’, ‘How does it connect to the audience?’” and “Why?” He knows that no matter how well crafted a message is that if the creative isn’t relevant to the user it will likely fall on deaf ears. Jerry prides himself on his ability to create an emotional connection with design. He adds, “Sometimes the most challenging part of my job is aligning the client’s needs with the needs of their consumers in a way that holds meaning to both.”

Jerry has created online experiences for clients such as IBM, Coca-Cola and Marriott, but he comments that he also enjoys working with smaller businesses for the creative freedom they often allow and there are some perks. “I helped create the Sun in my Belly brand and the best part was the free food by an amazing chef.”

When asked about his design awards Jerry responds with yet another question, “I have won awards and I am proud of my accomplishments but they’re only important if what I’ve created for my clients is successful to their needs and expectations.” This is just one the reasons that drives home his commitment to excellence.