Good design is about more than form and function. It’s about combining attributes to ensure a product truly adds value. That’s why all my designs are based on these five principles.

SMART
Design should offer well-considered and usable solutions to improve daily life. It takes thought and creativity to combine all aspects of the design in a durable product that benefits people.

MODEST
As a designer, you’re creating for someone else, not yourself. The awareness that your creation is destined to be part of someone else’s life, home or workplace fosters respect for the end-users in their surroundings.

ICONIC
A product is about more than just functionality. The designer’s originality and signature style give the product its own per- sonality. Truly iconic designs are timeless and distinctive. They attract attention but never demand it.

LOGICAL
Good design ensures you get the product straightaway. It has a certain natural clarity about it, as if it’s always been there – you even wonder why you’ve never seen it before. Sounds logical, but it’s so difficult.

ENJOYABLE
As well as being a pleasure to look at, designed products should invite you to use them. Because if you enjoy using it, it’s doing what it was intended to do.