In my opinion a graphic designer should approach his work, understanding that he is a professional who is operating in a specific working, socio-cultural, and artistic context. This environment is different every time depending on the project in which he is involved.
User oriented design
The designer should be able to create a collaborative communication with the client and the reality in which he is situated, to ensure successful project outcomes. His focus can not be only to understand the required project needs, but also to tailor them to suit the target audience.
This is what I aim to achieve in my projects, ranging from editorial design for magazines and books, to web design, brand identity, and art direction. Project challenges do not intimidate me. I consider them a fundamental requirement to move beyond my comfort zone and to enforce a stimulating and ever-growing professional activity.