design philosophy
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I believe that good design communicates a message
on behalf of my client. The two criteria I use are:

function - Does the work communicate well and fulfill its purpose? Is it user-friendly?  (i.e. if it is a poster for an event,
 is it easy to spot the date and time? If it is a website design,
is it easy to navigate, is the content organized, and does it guide the viewer towards the desired goal, whether ordering a product or making an appointment?)

form - Does the form (the look, style) of the design fit the client's brand? Is it attractive, professional and does it give the right impression (i.e. luxury vs. affordability, or the fun of a celebration vs. the technical precision of a scientific company)?

A thoughtful solution should meet both criteria. My aim is design which will work in the real world, and benefit my client.

design process
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What's it like to create a graphic design project?
These are the phases we would go through:

1. Client meeting - to learn as much as possible
    about the project

2. Research - so important, worth every minute

3. Paper sketches - rough and scribbly idea  
    generation,  usually not shown unless requested

4. Comps - mockups presented to the client,
    usually several approaches

5. Final design decision / client sign-off

6. Production - submission of files to the printer
    or the programmer

technical skills
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GRAPHIC DESIGN
Adobe Creative Suite 6
       •  Photoshop
       •  Illustrator
       •  Indesign
Acrobat PDF

WEB
not a professional developer
I use online site builders
and customize the code:
       •  squarespace
       •  weebly
       •  wix
basic working knowledge of:      
      •  Dreamweaver
      •  HTML
      •  CSS
      •  SEO 


ART
I draw/paint, and I sometimes illustrate my own design projects if appropriate.

experience / education
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Prior to freelancing, I worked at design firms (including the Pushpin Group in NYC), at a children's magazine publisher, and in the catalog production department of Sotheby's art auction house.

I have a B.A. in English Literature from the University of Pennsylvania. Post-graduation, I studied design for
two years in the Continuing Education department at
the School of Visual Arts in NYC. 

birth of Luma
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The birth of Luma was triggered by my desire to work from home after the birth of my first child.  I idly asked a friend what to name my newborn business. She said, "Name it after your family!" Luma is a compilation of my children's and husband's names, and implies "light" or "illumination".

In Luma's logo, the circle represents the sun/moon as a source of light. Reflecting my Chinese heritage, tree branches suggest a yinyang shape and the red 'stamp' with my initials pays tribute to an ancestor who was a well-known seal maker.  (In Asian cultures the seal acts as the equivalent of a personal signature, and is especially associated with artists and scholars.)