Natalie Diffloth is a graphic designer of 16 years who began with print and publication design, but more recently, has focused on web design as well. As a designer, she enjoys working with clients collaboratively with good communication in order to generate an understanding of what the client needs. At the same time she uses her expertise to balance the practical considerations of her clients with strategic objectives to solve problems in imaginative and creative ways. She develops solutions to her client’s needs, which stylistically reveal her eye for design.
Natalie’s clients predominantly consist of professional artists, photographers, boutiques and galleries as she strives to create clear, elegant graphic solutions and websites to promote the field of art. Natalie’s design work has her own personal flair; however, she treats each client and project in a unique way taking into consideration the client’s style, the timeline and project requirements. The work that emerges in response to her clients consists of postcards, posters, brochures, books or catalogs. Her style appears to be very organized. The websites she designs, for example, are not cluttered with unnecessary elements; but rather, utilize the elements and principles of design in a simplified manner that effectively communicates her client’s work to its fullest potential. Her design work does not take away from the product she is communicating. Instead, she uses design, such as strong contrasts, as a method to effectively display the work of others.
I chose to look at Natalie Diffloth for numerous reasons. First of all because she is a graphic designer and I have a huge interest in this area. I love graphic design because of its communicative purpose. The purpose of graphic design is to communicate or promote an idea. I admire her ability to make someone else’s work look good. Graphic design is not primarily about the self and does not involve the emotions as many other forms of art do. Behind graphic design is often the need for a solution to a problem that a client has, unlike painting, for example, which often expresses the emotion of the artist themselves. I also like Natalie’s approach to her work and how she pertains to the needs of specific types of clients that are all related to the field of art. Even though she pertains to the needs of her clients she is consistent in her clientele base and doesn’t design for just anyone. I also really like Natalie’s style as it has a touch of elegance. Her style is simplistically sophisticated, yet extremely effective in its intent. I don’t find to be a result of inexperience or an inability to design, but I see it as a sign of an ability to design. My approach to graphic design is also very simplistic as well. I feel that it is much harder to achieve a successful design project with a limited set of elements because you have to be carefully selective. Even the placement of a simple straight line can be very powerful if it’s done properly. I also like what Natalie’s work consists of—brochures, catalogues, posters—because I feel that a well designed brochure is so important, especially in this day and age when everyone is trying to grab everyone else’s attention amidst such busyness. It disheartens me to see a brochure or a poster, for example, that are not well designed. Also, I like how Natalie is a versatile graphic designer as she is fluent in the language of design as well as web design which is a valuable key to success because many clients want to brand a company; therefore it is important to be able to carry the brand across all digital areas. Overall, I think that Natalie is a successful designer whom I admire for her strong ability to communicate in a simply effective way.
Link to her website: http://www.diffloth.com/
