About Being a designer, I have spent my entire career obsessed with Design Thinking – not just the aesthetics of design. Getting below the surface to understand the why, not just the how. This has led me to fully appreciate strategy as a separate discipline – problem solving but through a Design Thinking lens. I am more interested in uncovering the authentic beliefs and story of a brand, rather than inventing something out of thin air. But, I am ultimately interested in seeing a strategy activated, because great strategy is pointless if it never sees the real world.