“My interest in Graphic Design started, like so many others, with music album art – images and text, which creates an emotional connection long before any note of music is even played. Generating effective and audience-appropriate emotion is key to creating compelling solutions for a design problem, and for successfully communicating your message.
“My approach to design is one of interactivity and engagement. Identifying the audience and isolating their needs and drives, is core to my approach. Design should be a conversation – a conversation that changes and challenges the viewer, the maker and the society.
“One of my favourite projects involved re-imagining how music notation is written. Using the experimental Einstein On the Beach, I transposed the traditional linear timeline to a circular layout, and using typography as the main driving force behind the design, gave the score an aesthetic quality as well as making it a logical and functional score.”