A Conversation with our Senior
Graphic Designer, Tyler Fegley,
About Visual Storytelling

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Ever wondered what it takes to translate a brand’s vision into a powerful visual experience? In this interview, I sat down with Tyler Fegley, our Senior Graphic Designer, to explore his creative process and how his unique approach shapes compelling brand narratives.

1. Thank you for joining me today. Can you share a bit about your background? How has your experience shaped your approach to design?

I’ve always loved drawing and creating art, but when I was younger, I didn’t know much about design and honestly thought it was just made-up nonsense. However, through college and over a decade of working in the field, I’ve learned that there are real principles and psychological elements behind it that make a significant impact, whether we realize it or not.

2. Visual storytelling is a key part of what you do. How do you define visual storytelling, and why is it so essential for a brand's narrative?

Conveying a clear, concise message through imagery is an essential tool for brands, especially when you only have seconds to capture someone’s attention. Each brand has something unique to offer, and being able to communicate that effectively, whether it’s on a billboard seen in a flash or a digital ad that someone scrolls past, is crucial for success. It’s about grabbing attention in a way that feels true to the brand’s core.

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3. When you're working on a project, how do you approach conveying a brand’s message through design? What elements do you prioritize to ensure it resonates with the audience?

Every brand is unique, and understanding the people behind it, their vision, values, and aspirations, is important for design. Elements like colors, angles, spacing, and even the sharpness of corners all convey different messages, from serious to playful. My goal is to take what makes a brand stand out and amplify those qualities to create the strongest impact.

4. Design has the power to evoke emotion and engage audiences. Can you share an example where a design you worked on made a real emotional impact?

The first project that comes to mind is a website I designed for a space-themed bowling and gaming company. The colors, imagery, and dynamic scrolling effects created an immersive experience that transported users into another world. It gave a sense of weightlessness and fun, making visitors feel like they were stepping into a unique, out-of-this-world adventure.

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5. How do you ensure your designs remain cohesive and effective across all channels? (Email, website, social media, etc.)

This goes back to the importance of intentionality in every detail of a brand. From colors and fonts to textures, angles, and imagery, each element is carefully chosen to reflect the brand's identity. Consistency is important, which is why we develop comprehensive brand guidelines. These serve as a reference for anyone working with the brand, ensuring everything remains cohesive and true to the brand.

6. Are there any particular trends or shifts in visual storytelling that excite you right now? How do you stay current and innovative in this industry?

One of the most exciting developments in our industry is the use of AI. We’re witnessing technology that once only seemed possible in movies, and it’s opening up entirely new doors for creativity. Rather than seeing AI as something that will replace our jobs, I view it as a powerful tool that enhances what we already do. In a field that’s constantly changing, it’s important to keep learning and adapting. The design community does a great job at this, with many experts sharing their knowledge, making it inspiring to see what others are creating. We have so much to learn from each other.

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7. What advice would you give to aspiring designers who want to excel in visual storytelling? Are there any skills or mindsets you think are essential for success?

I believe being adaptable and staying positive are both very important qualities to have. It can be tough to put a lot of time and effort into an idea you’re excited about, only to find out that the company wants to take a different direction or isn’t on board with what you’ve created. It can be discouraging, but the ability to pivot and maintain a positive mindset is essential. Some of the best work I’ve done came from shifting an initial concept and incorporating outside input to turn a good idea into a great one.

Ready to see what we can achieve together? Let's talk.