To start something is always hard. Whether you have experience or if this is something new, it takes a lot of effort, strength, courage, and money.

We desperately need them, but sometimes we must break them. 

Love your process above all. Embrace the path you have to walk; listen to the craftspeople you meet along the way; and make the changes to improve the solution.

A transparent process for commissioning design services that respects both the profession and the public interest. This way of working aligns with best practices in design and public procurement.

Every designer has a special superpower: a feeling. Our feeling about branding and visual direction and the only way to get it is through experience. 

We can't avoid digital; it is everywhere, and not all is bad, of course, but we are focused on it way too much, staring at our phones, for instance.  Just think that everything beautiful that has ever happened to you was analog.

Passion is great, but please don't link it with your work. Please don't say you are passionate about design; you should be passionate about life, not your work.

If you know exactly what you’re doing, you’re not creating — you’re repeating. Experience can be a beautiful curse. After 25 years in this field, I’ve learned how easy it is to hide behind what you already know. You get faster, smoother, safer — and slowly, you stop being dangerous.