I have one rule: Simple, not complicated. I achieve this by reducing and peeling back layers of an idea, because more doesn’t necessarily mean better. More can be confusing and overly complex. Sometimes less is better, and this is how we make things simple.

 

So what is Simple? My underlying style is clean and not too busy. I like to reduce the lines and details in our design so that what remains is strong and creates a space to clearly expresses the identity and style of a brand. Simple can have an immense impact.