I have been working with the creation of brands for the last 10 years. What you will not get with me are cliches and waste. I like to make brands centered around the people who carry the brand. that brings a much-needed human element to the output. It's very easy to make things look good but they should last and be functional. That's what I focus on. It's a very step-by-step process to arrive at something everybody agrees on and resonates with.