It’s my belief that one should feel a deep passion for what they do, and it should be a deep reflection of the person. We spend more time with co-workers than those we love most. For me, that’s why its so critical that design is what I do with my life. I would like to be able to look back on my life and not feel I wasted time nor creativity. I want to create work that is meaningful, and to be known and respected by my peers. Design has a great power: it can change minds and issue forth new ideas into the world. Therefore, it is the most democratizing of the arts. Design isn’t something that only exists in the world of the elite, in galleries or private collections. The most amazing thing about design, is that its not one thing, its everything. Some people only get to do one job in their life; but as a designer, I am able to work with diverse clients, so I'm new every day.
My current work focuses on design theory and semiotics in typography. I want the viewer to have to think when they are in the presence of my work. To achieve this, I employ ambiguity, subtlety, structure, complexity, pattern and history, those in turn drive my aesthetic.