I think of design as the interdependent play of graphic elements. The ‘parts’ – line, shape, colour, space and words – are brought together to create the ‘whole’ meaning and sensibility. Great design is evocative, clear and gets out of its own way. It is a container that holds and conveys meaning – from the boldest, most direct, literal statement to the subtlest stroke of innuendo.

My workstyle is intuitive. Even the most mundane of marketing materials, for me, is a chance to play, to create, to position and explore, until the elements appear to resolve themselves. ‘Self-taught by others’ over 18 years of working at various jobs that involved press and digital printing, design, desktop publishing and marketing, I stepped out on my own as Mere Name Design in February of 2008.

I approach creativity driven in part by a fascination with logical and efficient processes, and the potential limits of technology. I have a strong impulse to distill the meaning and ultimate use of the work, whether it be web-based or print design, as this makes for a great collaborative experience with clients and/or other members of a project.

If you’re looking to brand yourself, build an online presence or print promotional materials, contact me. I happily work either independently or as a part of a team, and if you are looking for a broader range of creative talent I can recommend various trusted partners.

Heather Finlayson | Graphic Artist