Christopher Metzger
I have a passion for storytelling, which I believe includes and encompasses graphic arts. A designed piece is a story, and like a story it needs to be intentionally constructed for the purpose of clean communication. As a designer, my goal is always to understand the purpose of the final product, and to be sure that all its parts support that purpose.
This philosophy was instilled in me from my time at Kent State University, where I studied Visual Communication Design (VCD) and Photo Illustration. The VCD program strongly coupled the teaching of technical design and illustration skills with history and theory. It was there that I was taught the research-driven, solutions-focused approach to my work that I still carry with me.
My college internship at Akron Life Magazine set me down the path of my current career. At Akron Life I honed my skills in layout design and typography, and came to a better understanding of the technical aspects of print production. That experience was crucial in my first professional design jobs, and became the foundation of my role designing the Tools & Equipment catalog at Advance Auto Parts.
Since working at Advance Auto, I’ve become familiar with working within a corporate structure. The Tools & Equipment catalog is a complicated project that must serve the interest of multiple different parties. During my five years with the company, my role has expanded from a Product Artist to the primary owner and sole decision-maker of the visual design of the catalog. It has become my responsibility to find the common goal between these disparate interests, and to continually develop the brand identity of the catalog to serve that goal.