Collections of matter arranged as language to navigate the working system of wages with emotional tools embedded in behavioural machines within systems of spiritual distribution

A London designer working hard to blend graphic, brand and experience into one holy trinity.

I began my career in 2000 working in editorial, moved to digital advertising, then to branding and finally brougt it all together in product.

I worked in big agencies and nice studios before creating my own studio and closing it in the debacle of 2008. After the deluge I moved to London to re-focus on product and I have been working on brand offices, startups, big and small agencies since then.

I have been lucky enough to win a Laus and a German Design award, been featured in various books, magazines and shows and now I am passing my knowledge to new generations.

These days I am working for Reason London as Head of Design practice where I am learning to worry about all the things that are not design in the world of design.


Graphics & Visuals

Self contained visual artefacts where words matter less than layouts

Brands & Symbols

Big stories crystallised in memorable graphic systems

Digital objects

Experiences articulated with clicks and swipes in electric panels


Design like no designers were watching and you wanted to make your job obsolete.


Would you be a designer if your friends thought you were a plumber? if the answer is no, quit.


Status is the currency of aesthetics and nobody is free to live outside aesthetic hierarchies. Not even you, specially not you.


Constraints are never the problem. Pre-packaged ideas are always the problem.


Learn craft first, systems thinking second, symbolic building third and then mix it all together.


You won't do your best work alone. Users, clients and developers will do your best work with you.