DAVID EDMUNDSON
CRAVE

A graduate of the University of Florida, David Edmundson (left) has over 12 years of visual communication experience with a focus on identity and packaging. His attention to detail, strategic thinking and involvement in all aspects of the creative process has led to the development of many fresh, distinct and successful brands. Before partnering with Matthew Cave (right) in 2001 to create Crave, Edmundson worked at J.O'Connor & Matthews and Reed & Steven. He is currently a member of AIGA and has been honored in numerous major design competitions and publications. Crave, where he is creative director, is based in Boca Raton FL, and is a fast-growing brand and packaging firm specializing in food and beverage clients.

Was graphic design your first career path?

I had the perfect bloodlines to be a designer. Mom was a fine art teacher and creative thinker, while Dad was the analytical engineer-type.

What talents do you wish you possessed?

It may sound trite, but I want to be like Mike.

Where do you turn for inspiration?

Getting a fresh point of view is key. The Vulcan mind meld with Matt, my business partner and creative counterpart, usually does the trick. If that doesn't work, I'll go take a hike.

What is your worst habit?

A tendency to overthink things instead of just letting the creative juices flow.

Should graphic design be an instrument for positive social change?

Yes, because great design has the power to engage and persuade.

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