"The most important word you use is why?" That was what Sir John Hegarty told the crowd at an inspiring presentation that I was lucky enough to attend back in 2013.

In my role as creative director, I get to brief in the design team. It's important to ensure that everything that goes through the studio is the best it can be. I have to mentor and up skill creatives and I always love to watch how designers respond to briefs. Many designers sketch out ideas, others go straight to their computers...
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