Aesthetic Standards

Can a graphic design satisfy both the aesthetic standards one expects from a work of art and commercial criteria such as those that apply to business communication?

You are probably familiar with this dilemma; as a freelance graphic designer I strive to distinguish myself from others by breaking through this apparent paradox.

I thoroughly absorb the objectives from a 'briefing'. I see graphic design as a purely creative process, which I approach in exactly the same way as my work in visual art. I am convinced that this is the reason why the business media i've designed are highly effective in a commercial sense -- in terms of 'aura', projecting an image and supporting your message.