When it comes to graphic design, I tend to think in a similar vein to my thoughts when it comes to UX design and that all begins with understanding your user (or customer). The trick becomes delivering what is both effective and innovative, what appeals to both the client and the consumer.
Good brands will sell a product, but great brands will build a community. People will get up and fight for great brands and sell them for you. I never want to be in the business of selling crap, I want to help create great brands through strong visual design because great brands build culture.
I've been lucky enough to work on a variety of projects focused around branding, consumer packaged goods (CPG), motion graphic and animation design. From thinking beyond the screen to a three-dimensional space for packaging or crafting the look and feel for a brand through their logo and brand story - I've had a chance to bring my design skills to many different applications. But I'm always looking for the next way to challenge and expand my skillset.