Q+A with Lex Colton, Graphic Designer (Dearborn)

How do you describe your job to people outside of the industry?

I usually say that I produce digital graphics, renderings, and animations to support architectural design and brand identity.

Your background is in architecture. Why did you decide to become a graphic designer?

I leaned heavily into the visualization aspect of architecture while I was in school and had an overall interest in visual communication. I’ve always been someone who likes to do a little bit of everything, artistically. Graphic design as a field is flexible, interdisciplinary, and constantly evolving. I feel like I can move freely within the discipline without feeling limited creatively.

What do you enjoy most about integrating graphics and branding to help bolster corporate identities?

I enjoy the excitement and energy that thoughtful design can spark in others upon seeing their brand realized.

When it comes to branding and visual messaging, how do you balance creativity and consistency?

Understanding and using the brand’s story / goals to construct various design parameters helps create a thread of consistency throughout design iterations.

What inspires you most as a visual artist?

Problem solving and storytelling.

The “problem” is the starting point. How can I solve it, visually? That’s where the fun begins.

Storytelling elements can be very subtle and in the details, very obvious, or a mix of both. But I think that adding elements of storytelling can elevate the design and increase its overall effectiveness and relatability.

You’re relatively new to Ghafari. What is a key idea or lesson you have learned in your career that you are excited to bring to the Ghafari team?

Be flexible, versatile, and experimental with design processes and techniques.

How do you like to spend your free time?

In my free time I enjoy creating personal artwork, woodworking, sewing bags, and gaming.