My core principle is to bring design and communication to life through big and thoughtful ideas. This allows me to solve any creative challenge, no matter the size of job or industry sector.
Simple is good
I believe in design that delivers the maximum message using the minimum of means. Good design is simple and well refined. As Dieter Rams said, 'Good design is as little design as possible.'
Approach work with an open mind and solve design problems in new and original ways. As Ken Robinson says, 'If you're not prepared to be wrong, you'll never come up with anything original.'