Speak to the right people, that is.
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Graphic design without considering your target audience is like showing up to a vegan restaurant and asking for a beef smash burger. You might be served something but chances are you'll be hitting up the Maccas drive through on the way home.
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Design that isn’t aligned with who it’s speaking to often doesn’t land, which is exactly why it’s so important for brands to get it right. Visual communication goes beyond just looking nice, it’s about considering how messages are presented visually to connect with those who need them.
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This is what I truly love about design, because no matter the medium, the starting point is always the same. Over my career, I’ve been lucky enough to work with some of the best names in New Zealand, building a deep understanding of how strategy, visual conventions and audience shape design that actually works.