As a designer myself I love visuals but visuals are nothing without a proper content and strategy behind it. I'm always searching for what I like to call "sweet spot" on my projects. The combination of UI and UX equally good on each project and not just pretty pixels.
I strongly believe that UI and UX can change the world we live with well crafted projects and applications.
Creative & Art Direction
I want to learn everything about your project to understand what's the final goal, to come up with a solution and what I need to do to get you there.
After knowing the project and what's the goal I start creating a wireframe to organized all the information that was discussed.
By the time the wireframe is approved and there's no gaps on the navigation I start creating a moodboard to see which design direction I am going to follow.
When the design direction is choosen I use those references together with my own expertise to craft a beautiful and useful design.