My work is rooted in typography, image direction and restraint — brand systems and campaigns built to hold up in print, in store and on screen. I care most about the part of the craft nobody credits: the grid, the crop, the third round of edits.

Every project starts the same way: what is this brand actually saying, and to whom. Direction before decoration. I build the system first — type, grid, colour, image rules — then art-direct the shoot, the print run and the rollout so the last touchpoint looks like the first.

Twelve years between agency floors in Düsseldorf, Amsterdam, Cairo, Istanbul and Dubai — the same job in five markets, which is the fastest way to learn what actually travels.

Between client work I keep a poster practice — protest type, album art and hand-drawn series. It is where the riskier ideas get tested before they ever reach a brief.

Good briefs beat big budgets. Tell me the audience, the deadline and what the work has to do — I will tell you honestly whether I am the right person for it, and who is if I am not.