Design that is driven by a clear brand purpose that delivers on the ambitions of the business. For design to be meaningful it needs to have a strong story that enables it to connect with audiences it addresses. Too often we see pretty design that has no meaning and no soul, and mostly ends up being ignored and failing.

The look you adopt has to reflect who you are and how you want to portray yourself in the world. If how you present yourself is not true to who you are, soon enough you are found out and lose credibility among those who thought they could trust you.