Graphic design is not about personal expression. It's not about scoring high on some standard of aesthetics either. It's about solving communication problems. My creativity lies in how I solve them.

The core of what I offer as a designer or a creative lead is problem-solving. When I take on a project, I like to ask many abstract questions up front. For my clients and colleagues, this process can be frustrating; some of them can’t see the point of it. The most important question for me is always this: Why do you need to communicate it in the first place?