For me, design is the ultimate puzzle. Used properly, the creative process is about problem solving and - because it’s visual - it’s immediate. I love the way you don’t have to use any words to make it work - it’s instantly accessible. There is a whole world of design that is just production but what really interests and motivates me is the problem solving. I am really stimulated by learning about a new market or business model, then lending a unique perspective to achieving specific business goals. I love design at its most basic AND at its most sophisticated.
I call myself a designer because that’s easy to understand. But the value of creative direction comes from leveraging creative curiosity and visual design to solve a business challenge. Anyone can get you nice page layouts because there is always a way to visualise an idea. What I do is take a natural interest in the business; holding up a mirror, asking questions and becoming a business consultant. Design should always start with a conversation. With designers, people tend to buy their style and there’s a place for that but what is most powerful is starting with an open mind and a conversation and being flexible where it leads. That way, the solution will be true to the style of the business and unique to the specific challenge. By living the experience of the customer, product or process owner you generate a new angle on a business. The output can be any number of different solutions but it will be focused on core goals.
As with many designers, design falls into the hobby category for me as well. I love seeing design do bigger and greater things and having a social impact. My work with start ups fires me up for this reason. I’m currently working with two mentees who are both working on incredible, life changing inventions in the medical and sustainability sectors. I use my branding knowledge to help their funding and research and it really is an honour to be part of that. Beyond my obsession with design, I love any connection with water – particularly messing about on boats or in the surf. Fortunately for me, my wife and daughters share my twin passions and are a fabulous source of inspiration to me.
Sign-up for news
Targit Communications 2025 | Privacy policy