As a Graphic Designer I like to find unique visual solutions to problems of communication. Defining a concept can be instrumental to igniting that creative spark. Stepping back and taking a good examination of whats it is we are trying to communicate can be the key to defining the variables. The process starts much the same as a personal self evaluation. You have to look at yourself in the mirror. IZZOMAC is my last name backwards. It is a reminder to me that sometimes you need to turn things inside out, or upside down to gain a better perspective of what you're trying to say.

Creativity is not defined by pushing the envelope beyond the normally accepted visual solution. To me creativity is achieved by defining all the parameters and designing to the edge of those boundaries. Designing outside the box should only be done if you have a clear definition of the parameters. Only then can the designer gain better control of the desired message. Without clear definition design knows no boundaries. It becomes more of a military doctrine like, "Shock and Awe." It may be a way to win a battle, but probably not a way to gain you the mind share in the market you had hoped to captivate. There is a lot of noise out in the marketplace. Nevertheless, you don't have to walk into a crowded room and yell to be heard. Volume is not always the answer. You want to identify the source(competition) and rise above it. I call this "Vizibility Above the Noise."

Since 2004 I've been working as Creative Director for DRB Partners in San Jose, California.