As a former advertising art director, I'm a great believer in the power of ideas, and will always try and incorporate them into my designs to make the ...more As a former advertising art director, I'm a great believer in the power of ideas, and will always try and incorporate them into my designs to make them work harder, stand out and stick in the memory. I lived and worked in Sweden for many years and the Scandinavian aesthetic of clean lines and simple strong typography certainly rubbed off on me. As the battle to stand out in the marketplace becomes ever more complicated, I constantly remind myself that it doesn't need to be that way. 'Tell people something they don't know and show them something they've never seen before' was a simple maxim I learnt early in my career and is just as relevant today as a way of gaining and keeping attention. Terms such as 'freelance', 'self-employed' and 'independent sole trader' all misrepresent my approach. Rather than working in isolation, I believe in the power of collaboration at every stage of the creative process. . I follow a strategic approach - identifying your brand’s strengths and weaknesses, getting to know your company culture, researching your audience, your competition, and the current market. I am then able to judge the relevance of any creative ideas against these criteria. I love the tactile quality of fine printed work and take pride in the craft and meticulous attention to detail of good typography. I am a multi-disciplined, ideas-led, freelance graphic designer based in Bristol. I have worked at the highest level for internationally renowned agencies, such as Forsman & Bodenfors and J Walter Thompson. hide