My approach as a designer is to create and communicate visual work that embraces simplicity. In my opinion great design is not just aesthetically ple ...more My approach as a designer is to create and communicate visual work that embraces simplicity. In my opinion great design is not just aesthetically pleasing, it also has to convey the right message, to the right audience, in the right way and at the right moment.  I understand that while the core of graphic design is creativity and the ability to follow the client's brief and solve their brief or design problem, it also relies on the capacity to consider its wider impact - socially, environmentally and ethically. hide