Method

Most design problems are decision problems.

I design with intent, not noise.

Design, at its best, is not decoration. It’s a discipline, one that requires judgment, restraint, and a clear point of view. This is how I bring that discipline to every engagement.

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David Keyes is a Los Angeles Creative Director whose method treats design problems as decision problems. He brings clarity when tradeoffs appear and alignment breaks down, then moves work through five steps: discover, plan, design and build, adapt across devices, and optimize, taking responsibility for the outcome rather than just the output.

01 / How I think

Most design problems aren’t visual problems. They’re decision problems.

I focus on clarity when tradeoffs appear, alignment breaks down, and complexity starts to slow teams instead of serving them. My role is to ask better questions, challenge assumptions, and translate ambition into systems that actually work in the real world.

I design with intent, not noise. And I’m comfortable making the hard calls that protect long-term outcomes over short-term approval.

02 / How I work

Three things I won’t trade.

No hiding behind process

I don’t disappear behind process and I don’t hide behind buzzwords. I collaborate closely, communicate clearly, and move fast when it matters, without sacrificing rigor.

Honest about what will work

My clients trust me because I’m honest about what will work, what won’t, and why. And I don’t ship work I wouldn’t stand behind in a room full of executives.

The outcome, not just the output

Sometimes that means hands-on design. Sometimes it means leadership, alignment, and decision-making in the room. Either way, I take responsibility for the outcome, not just the output.

03 / The sequence

Five steps, in this order.

The same sequence on every engagement, whether it is a research sprint, a platform rebuild, or a campaign.

01 / 05

01
Discover
I start every project with a close look at your business, your audience, and your competition. What that research turns up is what everything after it stands on.
02
Plan
I turn the research into a roadmap tied to your business objectives, so every later decision has something to answer to.
03
Design and build
Responsive, user-centered websites and products that work on any device, built on platforms your team can actually run.
04
Adapt
Most people meet a brand on their phone, so every experience has to hold up across phones, tablets, and desktops. I design for the screen people reach for first.
05
Optimize
Launch is where measurement starts. I run targeted campaigns that pair creative with analytics, and judge them by the numbers they move.