Does this genuinely deserve to exist?
I help clients create fewer, better, more responsible things.
I care about the systems we build, the assumptions we make and the waste we create. Which means holding the work to a few simple standards:
What inherited assumptions need challenging?
Can it include more people, more thoughtfully?
How can this keep working for longer?
Can it carry less unnecessary weight?
How can I give more back through design?
For nearly thirty years I’ve designed icon and pictographic systems for some of the world’s biggest brands. My role is to reduce, rethink and reframe until only the essential remains.
That means questioning inherited conventions and challenging stereotypes, so the work becomes more useful, inclusive and accessible.
The world does not need more decorative landfill. I am interested in lighter, kinder and more deliberate work. Work that earns its place. Designed with integrity, intelligence and purpose.
