July 16, 2020

I was asked by someone in my network recently to quote for a logo design for a second business they were launching later this year. It was someone I've known for a few years, they've seen my work and heard testimonials from others in the network. I gave them 3 quotes,...

April 10, 2020

White Space

This has to be my favourite rule and the one I find clients struggle to comprehend the most. While the other principles are about what to add, white space is about what NOT to add, or more accurately, what to leave empty.

Without white space content has no ro...

April 10, 2020

Movement - Lead the Eye.

Lets take a business card. What are the most important elements you want to convey in this limited space? In most cases it's your name, a primary contact method and a punchy 'what I do'

This person is called Maija, she helps you get in shape and...

March 27, 2020


This is often what people mean when they say they want a design to POP. The background is in strong contrast to the content.  

When working with type especially the contract between the lettering and the background is vital as it determines the size and weight...