'I ride two professional horses: graphic design and photography. I love the challenge of fusing text and imagery into a visually stimulating message that 'speaks' to a particular audience. Some of my most satisfying work has been going into a community or attending a public event to produce the photographs that will illustrate a design I have been developing.
There is no reason why public service organisations should not or cannot be involved in ground-breaking design. Our publics are becoming increasingly sophisticated in their expectations of services, and I think it is up to us to reach out to them in new and interesting ways. Design needn't be complicated or brash – very often the most effective ways of communicating a message are visually very simple.'