Design is not about decoration. It’s about asking the right questions, making things clearer and shaping what comes next. But aesthetics matter. Because how something feels is often how it’s understood. Beauty isn’t the opposite of function, it’s part of it.

I design to make sense of complexity.
Sometimes that’s through a single letterform. Sometimes it’s a multisensory system. But always, it starts with care, for people, for the context they live in and for futures we don’t often pause to imagine.

Typography has always grounded me.
It shows how the smallest forms can carry the heaviest ideas. Whether in AR or VR, across scripts that flow left, right, or in spirals, type is how we connect. It’s not just how we read, it’s how we relate.

I’m not here to follow trends.
I’d rather dig deeper. To challenge lazy defaults. To question what’s considered ‘good enough.’ To build for those often ignored, new internet users, people with disabilities, readers across languages and scripts. Each project is a chance to shift the centre.

I see technology as a tool, not the goal.
AI, sensors, variable fonts, voice interfaces, they’re powerful. But only when used with purpose. My focus is on design that listens. That adapts. That responds to how you move, where you are and what you need.

I’m drawn to thoughtful friction.
In a world racing ahead, I look for pause. Not to slow down for the sake of it, but to notice. To ask better questions. To do things with more respect.

Good design is generous.
It invites collaboration, gives credit, welcomes critique. Whether mentoring new designers or working closely with engineers and researchers, I care about the process as much as the outcome.

My practice runs on rhythm, not hustle.
Morning walks, thinking time, real conversations. I’ve learned that meaningful design doesn’t come from burning out, it comes from being present.

And underneath it all is a quiet commitment to the path I’ve chosen
To use design with purpose, to stay useful, to shape what people read, hear, touch and feel with clarity, care and intent.

This is my way of being, not just working.