I strive for simplicity over complexity. The message should never be lost and should always be the core of the design, working effectively to impose an opinion upon the viewer. I enjoy working with white space, using it as an extension of the design, enhancing the composition’s coherence. When given a brief I relish the chance to decompose and breakdown its criteria, pushing the boundaries as far as possible. The importance of type and image steers my design choices. One is as important as the other, bringing balance and harmony to my design. I try to achieve a minimal but bold aesthetic, working to produce something that visually intrigues but doesn’t overwhelm the viewers eye.