Paul Woodruff is a graduate of Howard University where Graphic Design was his course of study. He has been employed with Kinkos and USA Today doing desktop publishing. He established his own company, P Woodruff Designs, later to become Designs Dot Com after partnering with Darrius Jerome Gourdine in 1997.
Under this name, Paul designed many items for BET (including the menus for BET Soundstage formerly in Largo), Radio One (their logo which is still in use today), logos for Najee, Marcus Johnson, Heavy D, the Russ Parr Morning Show, the Leadership Conference on Civil Rights, and Howard University to name a few.
Since the inception of Designs Dot Com, the name had been converted to The Paradigm Group, and then to Artisan Blue. Artisan Blue formed a joint venture, Artisan Blue/LSG with Lighthouse Strategic Group (LSG) in 2010.