Every decision I make starts with one word: Why.

“Add a bit of red.” Why? “Make the logo bigger.” Why? Not to be difficult. To find the real problem underneath the request. The why shapes the what, and the what shapes everything else.

My favourite outcome is when someone uses something I built and doesn’t think about the design at all. Not because it went unnoticed. Because it became invisible. The best design blends into daily life so naturally, it feels like it was always there. That’s not a small thing.

I also believe great work is built on borrowed clarity. I study what’s working, pull it apart, and rebuild it as something new. That’s not copying. That’s how craft moves forward.

And when I don’t understand something, I ask. Every time. The question you hesitate to ask is the one that ends up costing three rounds of revisions.