All my graphic design work is based on a concept unique to that particular design. This not only refers to the imagery but also the fonts used, color selection and composition. I have both a specific message and a specific mood to convey to the intended audience. Graphic design work must first interest the viewer and subsequently inform the viewer within the first few seconds of discovery.
Generally speaking, my fine art creations are a means by which to evoke emotion rather than to transfer specific messages to the viewer.