What is design? People often ask me. The essence of good design is always simplicity. A clear message well delivered. Of course, humor will always enhance and impress. Designers are unique individuals. For me, ideas must come first. The visuals then follow. Otherwise, it may look good, but lack any real substance. That’s why “ideas” are the real substance and styles are but forms. Designers are shaped by the cities they are in. Because they draw inspiration from the surroundings. If I live in a different city, my designs will of course be different. I like to draw inspiration from what’s happening around me rather than following the so-called Hong Kong style. Branding has to fit the brand’s personality. I believe every client or product has a unique story. We develop concepts based on these stories. Typography gives voice to a concept. It is a professional discipline. Applying typography incorrectly can damage the content. With books on photographers, the photography is the hero. Therefore, the design should not overpower the imagery. The size of the book will be determined by the style of the photography. To some, it may be simple to design, but to design with simplicity is anything but simple.