What does it mean to be
conceptually strong
? My concepts have
'the big idea'
, making them relevant and
highly original
. To achieve this, I am a
sparring partner
for my clients and team. I research the
brand
,
market
and
consumer
. The concept informs the involved design disciplines with a clear direction in
tone of voice
and
look 'n feel
. My aim is to inspire the
team
to create a consistent design in all the delivered formats.
