I believe design is a crucial part of any business, because every business revolves around a product, and every products needs a relevant visual representation to it’s audience.

Design is a consideration more than any else. Good design is a balance between artistic and functional, culture and information, carefully constructed, with a sharp precise intention.

As today’s world pushes out more and more content, attitude plays a crucial part in market differentiation, making design a top driving force in sales.
Making mediocre design stopped being an option years ago.



At any given time, there are at least three ways of doing any design task, each with their own advantages and disadvantages. This makes doing kitsch design a very real pitfall, in favor of saving time.

This is rarely a worthy compromise. Lest we forget, the end goal of good design is to inspire, inform and serve a certain aspect, being on time must not become a goal, but come naturally.

It has been my experience that a design’s execution quality is a major influence on the outcome and its effects. As such, I make no compromise in quality policy for all of the projects I’m involved with.



There are always many solutions to any problem. The best filter for choosing the best one is relevance. For me it’s always important what the client’s business is, what the client wants, what the client’s audience wants, and who the client wants to become. Design needs to be the right thing, at the right time, for the right people.



Connecting is the key to success. Communication is important internally with the client and externally with the audience. Good communication with the client means investment in understanding the project, it’s needs, the resources as well as business and cultural contexts involved, so that development runs smoothly later on.



Attitude or lack thereof will make or break a design. Often times a design can hit all the brief points, it can look good, it can send the right message, but if it has no attitude, no soul, it’s not going to impress, it’s going to feel shallow and void of meaning. This is the main reason why developing a design is a separate process to executing it



A design created with growth potential in mind can be of great long term value for a company. I believe in making designs that can scale, that are strong enough to be developed further and further. No design is ever truly finished, that’s why thinking ahead and planning ahead always gives way to better visual development in the future.