Selected Work 2004-2009
The creative approach is something that sits between the ‘why’ and the ‘how’ I do things. It’s what separates me from someone else.
Albert Einstein said — “Everything should be made as simple as possible, but not simpler.” and he pretty much sums up my guiding principle — simplicity. My belief is that in a world of ever growing complexity, we all yearn for simplicity and honesty.
Strategically, this calls for communications that are relevant, sustainable and highly targeted. Content-wise, it needs to be to the point, concise and it needs to tell your story. In terms of form and aesthetics — it means I always strive for a clear and communicative visual language. This is further substantiated by my strong affinity for simple typography and clean, structured layouts. I ensure that the focus is on what you have to say first, and how you say it second.
When all these elements come together you end up with something that is strong, sophisticated and engaging.
I truly believe that everyone, above or below the line, deserves more than just good design and I try to deliver on that belief in everything I do.