About me

FIND THE FUNCTIONS, DESIGN FOR THEM.

This can be the functional aspect of readability, eye movement, colour theory and type setting. It can be W3C compliancy, cross-browser compatibility and CSS bugs. Equally it can be the function of portraying quality and luxury though aesthestic. It can be lifting a brand into a new visual environment where it affectively reflects it's company values.

The practice of design needs to be approached from many different levels. Cultural position, technical complications, justification, research, experimentation, the realisation of happy mistakes; these are all important elements to help provide concept and direction.

Identifying the role of what I'm designing helps to choose certain methodology and processes. Ultimately it is about creating that 'elusive result' which works, fulfils the brief and makes the client happy (if not joyous!).