VISUAL DESIGN

From aspiring cartoonist to t-shirt artist, I embarked on my career in graphic arts based on my native drawing ability. With additional training and experience (with instructional design and engineering graphics), I left the limitations of staff art jobs to pursue a freelance graphic design business. Doing business as GRAFIX, I stretched my boundaries beyond illustration to provide graphic design for publishing and advertising. Assignments included branding, publications, product and packaging, and sales/marketing collateral. I operated GRAFIX for more than 18 years, with the exception of a two-year sabbatical during which I served as advertising director for Dick Smith Electronics, an electronics catalog retailer. I have continued to use my graphic design skills on a regular basis in the course of my work as a software consultant and designer.

My most notable contribution to Bay Area design was the corporate identity for Black Mountain Spring Water, developed for Addison Olian Advertising & Public Relations. Other GRAFIX clients have included: Addison-Wesley Publishing, Alameda County Conference Center, AlterMedX, Berkeley Opera, Chevron, City of Sacramento, Coyote Point Museum, Dakin, National Semiconductor, Neil Young, RIDES for Bay Area Commuters, Robinson-Clarke, Sanrio, Southern Pacific, and more.