I’ve been designing things — mostly for screens and, to a lesser extent, analogue products — since 2007. Only now am I writing an ethos: an account of my attitude and approach to design. It brings together my design principles and offers you a deeper understanding of how I think.
That thinking has ebbed and flowed over the years, as it should. Design is influenced by the world around us — by society, technology, nature, and our mentors. The world is in constant flux, and we must adapt with it. Over time, by listening and looking carefully, we can shape our attitudes, values, and future. Consider this ethos a living thing: always subject to change.
Good design puts simplicity and utility at the forefront, often through an understated aesthetic. It requires human understanding, personal expression, and an open mind, with collaboration at its core.
Designers must be visionaries, but we can promise nothing — only propose. We identify challenges, ask honest questions, and problem-solve with rigour, openness, and passion. As we learn from each project, each another, and evolving technologies, we can design more efficiently, with less ambiguity, stronger ethics, and a continuing sense of artful wonder. Here are the foundations of what that means to me.
Simple
Simplicity begins with clarity. It streamlines the user experience so a design can be easily understood. Because who wants design to be a hedge maze? When something is crafted simply, it tends to feel intuitive and balanced, free from unnecessary complexity and distraction. My design process is considered and purposeful: everything seen and experienced is intentional (unless it looks wrong, in which case let’s just call it wabi-sabi).
I avoid excessive visual elements and organise interfaces logically so they are easy to understand and navigate. I use white space intentionally — not simply as empty area, but as room for content to breathe. For digital work, I draw on the Gestalt principles. They provide a foundation for designing with clarity and understanding how people perceive and interpret visual information.
Consistency is another important characteristic of simple design. Typography, colours, icons, and spacing should feel consistent throughout an experience. This creates familiarity and reduces the amount of thinking required, helping people quickly understand and anticipate how different elements will behave. Is predictability boring, though? Sometimes. But ultimately, it comes down to what a design needs to achieve.
Utilitarian
Form follows function: functionality, usability, and practicality take precedence over style and flair in serving the needs and goals of users. That doesn’t mean the result should be devoid of character or distinctiveness.
For me, design without utility ceases to be design. A utilitarian approach puts the user experience first. Research helps me understand an audience, their tasks, and their expectations. From there, I design and iterate interfaces that help them succeed. The aim is to reduce cognitive load and provide clear, direct paths to the desired actions or information.
Utilitarian design also considers accessibility, robustness, and performance optimisation — speed matters. We design for humans, with human constraints. Visual elements should be employed purposefully to improve usability and provide cues that guide people through an experience. The result is typically clean, simple, and uncluttered.
Minimal
Although minimalism plays an important role in my work, I think of it more as a byproduct of my simple approach to design. I don’t necessarily set out to make something minimal unless minimalism is, or relates to, the subject matter. Still, I find it rewarding to strip a design back — inside and out — until I find the lightest solution. That applies to form, function, and performance.
Some may argue that minimal design lacks character, but I find that something honest, fast, clear, and focused is far more enjoyable to use. Minimal design can still be interactive and lighthearted. Loud design may impress at first because it demands attention, but the effect rarely lasts. Minimalism is quieter and more approachable. It removes ornament and redundant components, creating a more focused and immersive experience. It may also age more gracefully than trend-led work.
I consider minimal design a combination of the following:
- A byproduct of simple design: Minimalism begins with simplicity. Stripping away excess reveals a design’s purest form.
- Understated: It is quiet, restrained, and modest, yet expresses elegance and refinement through detail.
- Reveals its essence and communicates its value: A design should focus on what is essential, removing unnecessary features to make its purpose as clear and understandable as possible.
- Geometric: Its composition reflects pure, well-structured forms that emphasise the precision and intentionality of its development.
- A balance of form and function: A well-executed design demonstrates the importance of aesthetics without compromising its usefulness or core functionality.
Experimental
Form follows feeling, just as form follows function. Sometimes what we craft needs a little wonder and unpredictability to spark emotion. That’s where fun, curiosity, and personal expression live. At the same time, we want to avoid needless questions and wasted time, so a design should remain understandable and performant at its core.
Experimental design takes many forms and can be applied to varying degrees. I don’t reject convention for its own sake, but I enjoy pushing certain boundaries and embracing the unknown because it can lead to surprising results. Interdisciplinary collaboration brings good energy and strong creative output. The cross-pollination of ideas fosters innovation and unexpected design solutions.
I’ve proudly collaborated on projects including The Forest, 099 SPLY, and 3D-printed objects, and run countless experiments on Minimalissimo, with varying results. Even when something doesn’t work the first, second, or third time, there is always something to learn — and those insights help shape better solutions.
Experimental design may not always result in immediate adoption, but it fuels creativity, sparks imagination, and provides a platform for trying new things. And we need more of that in design.