Principles

These 5 principles guide my work and collaborations.
They’re not rules – they’re reminders of what matters.

Simple is beautiful.

Design is a way to simplify things – whether it’s information, products, or services. Focusing on the essence helps make things concrete, authentic, and understandable. Our world is complex enough. Let’s try to make it a bit simpler.

Good things take time.

Change is what makes life exciting. Just think about technological developments over the past few years and how they’ve shaped the way we live. Wild, right? But that’s the result of critical thinking, mistakes, and constant learning. We need time to create amazing things. Great ideas may spark in a moment – but intelligent solutions grow and thrive over time.

Work for money, design for love.

The title of a book by David Airey says it well. Design is passion. It’s a way of thinking. But it’s also hard work. Few professions bring together so many disciplines – or require as much empathy – as design does. And honestly? That’s what makes it so powerful.

Make yourself proud.

Design always carries something of the designer. I try to follow my heart, use my head, and enjoy the process. Working hard and being kind is a solid formula for doing epic things. Life is a game – don’t forget to play.

Be truthful, gentle and fearless.

These wise words from Mahatma Gandhi say everything. It’s not too much to ask to tell the truth and see things as they are. We all share the same planet, and kindness and empathy are essential. And courage? That’s where beauty begins. The other side of fear is freedom.

Feel aligned?

Simple is beautiful