Simple ideas, clever systems 

At the heart of the strongest brands is usually an incredibly simple idea that everyone can get. With everything else going on in the world, we cannot expect the average person to unpick complexity. It should be explainable in a few words, and ring true. Test ideas out with 'real people' at early stages and watch them gravitate towards simplicity. It gets more true, not less, the bigger the brand and the more that needs to be held together. 

But it's not restricting. Once boiled down to its absolute essence, a whole world suddenly opens up as you consider what it means for every touchpoint and brand experience. I specialise in creating clever design systems that go beyond a 'kit of elements' into a language where each part combines and interlocks with both clear instruction and a carefully judged flexibility.