At TCL, graphic design is about framing ideas, projecting attitudes, promulgating styles, and managing information, but not always at the same time. The idea is to be a problem solver and the first step is the most important. As a designer, I must initially question for whom the message is intended. Who is the target audience, the end user? Once this is established (and understood), I am able to determine a tone and concept. Only then are text and imagery combined to create substantive graphics. For me design communication is not about personal expression. My job is to inform and educate an audience on behalf of my client. Graphic design is part of the culture and economy and too often, designers rely on gimmicks or “pretty” images instead of actually communicating to the audience. Design must have substance in order to have a lasting impact.