1.     IDEA COMES FIRST

Say no to sexy visuals and yes to concept. A solid idea is paramount. Aesthetics come second.




2.    SHARING (YOUR IDEAS) IS CARING

Invite others into your brain and tell them the secrets behind your thoughts. Share, re-blog and re-tweet because you’ll be richer for it. The more open you are, the better work you will make. No one likes a hog.




3.    NOTHING IS ORIGINAL

If it’s been done, do it anyway but do it better. Free yourself from the pressure of trying to be brand spanking new and embrace influence. Everything is copied and being ‘original’ is just a myth.




4.    IT’S BETTER OUT THAN IN

There’s no doubt about it, you’re going to make a lot of stupid work so vomit up all your bad ideas to make room for the good ones.




5.    DON’T BE AFRAID TO KILL AN IDEA

Keep a critical eye and always question “does every design component work?”. If the answer is no, change and make it better. Sometimes your ideas don’t gel with the brief so know when to scrap them, even if they’re close to your heart, and put them on the shelf for another project.




6.    THE SIMPLER THE BETTER

Cut the frills and fancy jargon, the best kind of work appears effortless. You want people to look at it and say, “why didn’t I think of that”. Keep it accessible. Speak to a wider audience, not just the creative world. Open the door to those who don’t believe they can enjoy design.




7.    BE CURIOUS

Always be on the watch. Good ideas lurk everywhere; from the backstreets to the bottom of your food waste bin. Make it your mission to find them.




8.   TEAM WORK IS THE BEST WORK

Two brains are better than one, even if you’re Einstein. Work with diverse people. Pay attention to what inspires them, see how they think and learn from their approaches.




9.    BREAK THE RULES

First learn them. Then break them. Once free from restriction, stop worrying about the right way to do something, allow your mind to wander and create work which shocks and amazes. You learn more this way. 




10.  NEVER TAKE YOURSELF TOO SERIOUSLY

Tap into your inner kid. Be cheeky. Never miss an opportunity to be playful, see the fun side in things. Smile.