I always say “aim for the unimaginable and achieve the unthinkable”. Which often results in baffled yet intrigued faces, because it sounds risky. And ideas are just theories, so why invest in theoretical uncertainty? The thing is, everything is theory until it isn’t. Risk is only dangerous when it’s not grounded in experience, investigation, Design Thinking and good ol’ fashioned gut-feeling. So I say know your customer, know your competition and become those magical values which makes you special. Originally from Wales (that little country often mistaken as England or a reference to sea mammals) where I’ve worked with a range of businesses and industries, from start-ups to multi-national corporations. I’ve always been a highly strategic creative, where branding experiences provide real tangible value and return on investment. Executed through emotive and resonant creative visuals.