Whatever the challenge, I always strive to create something that is conceptually a clear solution to the brief’s problem. And which is at the same time -in terms of implementation- distinctive and desirable 'in the market'. In short, I always strive to create something that has impact.

To help achieve this I typically follow the Double Diamond approach (as embraced by the British Design Council). This approach is proven to be extremely reliable and effective - no matter how big or small the project.