Understand the product. With every new project I really like to get to know the product I'm designing for. Experiencing it, researching it and talking about it, until I really understand what makes that product unique and special. Only then do I begin to develop concepts and ideas, and apply my craftsmanship.
My work is quite contemporary, it has a kind of character of its own and creates a strong visual impression – but it's always based on design process. Process is an analytical approach to the task, that ensures real and measurable effects and adds value to the project, team, client and audience.
Collaboration is key. You can't create successful projects without great partnerships. I invest myself into my team which gives people around me the desire to produce work they can take pride in. I aim to inspire, to nurture creativity, to lead by example, and I always look for new ways to learn, develop and improve.