Less is more: Cleanliness. Readability. Objectivity. Inspired by the principles of Swiss International Style, my approach to design pays homage to minimalist aesthetic and the notion that simplicity and clarity lead to good design.
Less is enough: I first think about the audience and the purpose of the piece and then use this information to inform the concept - stripping back unnecessary elements that may distract from the idea whilst leaving only the barest of essentials. Add to this a bold use of type, visual metaphor, gestalt theory, colour, form and composition with an acute eye for detail.