Identify and empathize with the target audience to understand their motivations;
Communicate directly to the target audience, make it simple and do it with impact.
Paul is a creative, daring and immensely talented graphics professional. His work always stood out, even among that produced by his peers in a very strong department. It was obvious that he was evolving far beyond the newspaper mindset, determined to make his mark across the spectrum of visual communications. I learned much working with Paul and would recommend him without hesitation.
North America Software Marketing Manager, Elekta (former Assistant Sports Editor, The State)