The Craft Ethos
With a diploma in graphic design and over 20 years experience in retail, amongst my skills I have developed a passion for typographic design along with a fanatical attention to detail. In 2009 I had the pleasure of working with the late Massimo Vignelli, a famous Italian designer on rebranding Woolworths South Africa, he referred to crafting a design, referring to the passion it takes to get a great outcome. The ethos has stuck with me.
I am passionate about design that is not only functional but elevates a brand or product. My experience provides the essential background required for design and layout tasks in an efficient and creative manner. From corporate identities to campaigns, below-the-line retail and electronic marketing. I can take a job through from start to finish, from concept all the way through to repro ready artwork. I also enjoy collaborating with copywriters, photographers, stylists, art directors, other designers and working with clients to get the best outcome.
Added to the Craft Design offering is sharing an office with my partner Sol Design. The eye of 2 designers is always better than one and that is why we review work with each other. She has over 19 years experience in agency and freelance design from magazines, annual reports and textbooks, to below-the-line retail and electronic marketing.