I am firm believer in clarity and simplicity. In my world apps and sites need to be free from complexity and endless extras. Building something better always trumps adding ‘more’. And functional beats ‘feature rich’ every single time.

I make this happen by combining:

Strategy
Concept Development
User Experience Design

When these are considered from the start of a project they build on each other in a way that makes project progress inevitable, and progress in itself is a good way to focus on what matters. It keep ‘more’ and ‘complexity’ at bay. I call this combined trio Functional Creativity as this is what they should ultimately deliver: function and creativity.

Functional is easy to understand and helps us get things done. A function has value.
Creativity solves problems, it has the power to involve, guide and evolve.