I am passionate about the practice of Design Anthropology; mindfully delving into and understanding how human behaviour, belief systems, values and cultural perceptions can (and should) influence the design process.

In my mind ‘good’ design is about bringing a simple logic to a communication piece and ultimately reflecting on an aspect of what it means to be human. I try to do this by designing with a conscious awareness of the role that empathy and responsiveness play in the creative development.