Theory with practice, practice with passion.

My design mantra is “concept is key.” A dressed-up message without a concept is just pretty for its own sake, which belongs to the realm of fine art. Design is about communication.

To get the ever-elusive concept, it is necessary to fill one’s head with research to see the correlations and connections that can be then distilled symbolically. This is what gives life to the design and allows it to maintain its integrity when interpreted.

Designs always begin with many words but in the end speak louder than words could have in the same situation. It is this ability for design to enhance a communication and make it mean something inexpressible that first drew my passion to it in the beginning.

Of course, spontaneity and playfulness play a key role and allow good designers to jumble the world just enough to see a connection, a truth, a spark worth creating.