About

“I love to discuss design thinking. On the other hand, I’m not very moved with mere design liking because that puts design before function, and design is, above all else, a tool.”

Every message you send has to be sold by immediately revealing its importance to the reader. And that is what I help my clients achieve. My approach to design is collaborative with my clients. The first and most important step I undertake is a diagnosis of the problem. We should be spending a goodly portion of our time diagnosing or defining the real problem. When we finally get to a full and correct diagnosis, the design solution should reveal itself. In other words,a thorough diagnosis produces its own naturally-suggesting design solution. The diagnosis is codified in a bulleted job brief that describes the project’s requirements and defines the design purpose. It is a clear statement of what the problems are that are to be solved in the design development stage. A well-written job brief ensures my clients get a design they think represents their organization’s mis en scéne rather than something that I alone “like.” This is the most efficient and satisfying process for all of us.

How many people work at The Alexander W. White Consultancy?
Often one, but it depends on the project. After determining your needs, I have a portfolio of superb, industry-leading collaborators in the talent-rich Fairfield County CT and New York City area. I care very much that print and online business dress is consistent. To that end, collaboration with specialists is essential with regard to the complexities of online design assignments where strategy, formulating a site plan, detailed site maps and wireframes, information architecture, design mockups, interface designs, content creation, front-end development with web standards, and WordPress CMS development is custom-tailored to your needs. But all of my projects are managed by me – I never have account handlers.

Where are you and your team based?
The company is based in Westport, Connecticut.

Can you give me an idea on pricing?
The price depends on factors such as the project’s scope and complexity, the range of services needed, and expedited timelines. Let’s discuss the details, then I’ll prepare a proposal outlining your project, your timeline, and my fee.

Will you participate in our request for proposal (RFP) process?
RFPs tend to be mass invitations, and I shy away from that. I prefer a more caring approach: let’s sit and discuss your needs and explore ways of solving your communication problem. I take pride in providing value, which I think is a balance of quality, service, and price. I do not provide speculative work, sketches, or other creative work during the proposal process.

I am a designer, lecturer, professor, and author of seven books on graphic design and typographic practice, theory, and philosophy. My clients, which include magazines and advertising agencies, professional associations and schools, are located across the U.S. and in several foreign countries. Teaching is an essential activity for me: I teach in a post-graduate program at Parsons the New School for Design and other design programs in the New York City area. I have served – and continue to serve – on the board of directors of several professional organizations. I earned an MFA in advertising design from Syracuse University and a BFA in graphic design from Kent State University. I also attended Parsons the New School for Design, The School of Visual Arts, and The University of Illinois.