Simple, straight forward and strong. In all my work and inspiration I try to find the power of simplicity. In my opinion, when an idea is genuinely good, the design needs a certain clarity and transparancy. Making sure script and image are coherent and easily understandable in the blink of an eye, is, from my point of view, usually the most powerful and interesting design. For that reason I try to stress the original idea as strong as possible in every project that I make.