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My path to the type of full-time design work I do today is pretty unconventional. I've been taking on freelance design projects since 2003. My collegiate studies revolved around advertising and aviation – so my first jobs out of school were in airline marketing. Through experience interacting with ad agencies there, and my own freelance design practice, I ended up becoming an in-house designer and then art director; I took on design projects to produce print/online/outoor advertising and marketing/customer collateral.

I realized that my design strengths were not just restricted to the aviation industry, which I was and still am very passionate about, but to any type of creative environment where my strategic thinking and design sense could make an impact. While I continue to do freelance logo, web and print design, I'm focusing my full-time career on designing for the mobile screen, where there is plenty opportunity to make visible impact. It is such a new and important consumer and business space where user experience, and not just content, is king.

Born in the Philippines and raised in California, my point of view is influenced by my Filipino mother's sensibilities as an architect and interior designer, and by my American father's product development career in Silicon Valley technology companies. I value logical design thinking that takes advantage of the latest technologies to deliver work that looks modern, thought-out, and hopefully is found useful and makes an emotional connection with end-users.

My aesthetic leans simple and brand-centric. With any project, I look to a brand vision for guidance on how the elements of design should be incorporated - so that the end result is a finished piece that carries the brand forward and increases its cohesiveness. If this vision is not present or could be more effective, I propose steps to either re-brand or enhance the original assets to make future materials consistent with a distinct, memorable identity.

Currently I am Creative Director at Acuity Mobile, a mobile marketing services and technology provider based in the Washington DC area.