After 25 years in the commercial illustration industry his goal is simple. To take a rough concept from the client and translate that into a final and successful illustration. This process can take several steps that include a series of preliminary pencil sketches and/or mock-ups and revisions to reach to final approval stages. As an illustrator, he is a very visual person, therefore he does operate at an 80% visual communication level versus a 20% verbal communication level. Words can only go so far and have their limit. At the end of the day, he wants to provide the very best results in order for the client to succeed in the market place. The power of illustration and graphics can never be under estimated. An illustration is a terrific investment in the long term and there have been several instances where many of those investments in illustration have paid large dividends over the course of time especially when it comes to their branding. Illustration helps to tell a story of what the brand is all about and gives it depth and personality along with brand recognition. Early man communicated first through visual graphics (pictographs and hieroglyphics) and we are still to this day wired to more easily communicate visually through graphic images. Steven Noble calls it the “3-5 second rule.” An illustration has to translate the message very fast especially in today’s world where the normal attention span lasts on average between 3-5 seconds.