Kyle Lockard – Art Director
Branding, advertising layout, type design, photography, videography
“What are you trying to accomplish? That’s the question that matters.
Too many creatives, I think, ask the client a different question: ‘What do you want to say?’ But that’s the question we’re here to answer — and we can only answer it successfully when both of us recognize what your actual, specific goal is. You know who understood that, of all people? Prince. He said it about creating music, but it’s true for anything: ‘I’d rather give people what they need than what they want.’ The key is to help you find the central truth behind your goals — and to fuse that truth into an expression of what your audience is feeling at the moment. That’s where we win.”