I avoid applying the same creative formula to every project. A professional services company may require a very different approach from a retailer, technology business, charity or start-up.

Understanding the audience, purpose and objectives of the project is an important part of creating design that feels appropriate and effective.

For a website, this might mean developing a clear structure that helps visitors understand your services and encourages enquiries. For a brochure, report or tender document, it may involve organising complex information into a professional and easy-to-follow format. For a PowerPoint presentation, the priority may be transforming detailed content into clear, engaging slides that are easy for an audience to understand.

Branding projects require a broader view. A logo and visual identity need to reflect the personality and positioning of a business while also working effectively across websites, stationery, presentations, social media and printed marketing materials. Considering these applications from the outset helps create a brand that is distinctive, practical and flexible.