Philosophy:
In tackling a brief that involves branding or identity design, my process typically starts with trying to distill the essence of the brand's tone of voice. I would often take a step back and visualize the interaction between the brand and others and in the process, find an element that summarises nicely the brand.

I typically favor simple lines and shapes, which I feel translate better across various type of execution. This is also a belief on my part that essence of the brand is elegant and uncomplicated, and having too much superfluous element would tend to obscure than bring out the brand.

Client:
Various

Role:
Creative Direction
Art Direction
Illustration