is a disciplinary design practice concentrated on problem-solving based on logic and objectivity language of expression. He takes a pragmatic and systematic approach to design using consistently rational structure, controlled typographic forms and simple and bold colour palettes.
Form follows function. He avoids ornamentation and decoration to transcend the vagaries of fashion. He aims to create designs that are timeless, solutions with universal appeal that countered either perceived or planned obsolescence. A design language which is transferable across brand identity, books and publications, digital, products and packaging, campaigns, architectural signage and interiors.
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