"It can be a challenge for them to get executives on board with something that seems so subtle, but I do my best to provide them with the right language and tools to prove the value."

For larger firms, getting a conference room full of executives involved in design approvals - whether for logos or websites or packaging or whatever - is a huge waste of time and inserts all kinds of personal bias and counterproductive decisions. The result is often design by committee, or purely "data driven" designs that lead companies down the path of mediocrity and following yesterday's trends.