Philosophy
I don't believe in rigid dogma, but then again, I wouldn't go hiking without a compass either. So, this is what guides me and my work:
User Centred Design
Good design is more than a pretty picture - it’s about getting the right message, to the right person, at the right time, in the right way. For a brand or design to be truly effective, it must be customer-centric. One needs to ensure the audience can view and understand the message.
Fit for Purpose
Good design should follow the brief - this includes appropriate use of technology.
Responsible
Good design should consider its wider impact; environmentally, socially, ethically.
Innovative
Through the use of technology, ideas, wit, humour, materials and medium, good design should endeavour to be innovative.