About

I started in design. Over time I realised that many of the problems people called “design problems” weren’t really about design. They were problems of understanding.

A business knew what it did, but visitors didn’t. Information existed, but people couldn’t find it. Different pages contradicted one another. Teams kept answering the same questions because the website never had.

The work gradually became less about making pages look better and more about helping businesses explain themselves clearly.

That’s why my projects combine writing, structure, design and development. Separating those disciplines often creates new problems. The words influence the structure. The structure influences the design. The design influences how people understand the information. Working across all four makes it easier to solve the actual problem instead of handing it to the next specialist.

Before working independently I spent many years working in visual communication, first television and commercial work in barcelona, later production-houses work for clients including Google and YouTube in Mexico, and before co-founding a motorcycle travel agency in Germany I worked at Bloomberg Singapore as a Creative Director.

The projects changed. The underlying work didn’t. It was always about helping people find their way through complicated information.