Practice.
How I work, and how the team around the work is built.
Seventeen years at AKQA, six of them leading the Delta account. I still make things. More of what I make now is the environment around the pixels: the system, the story, and the room where the work gets decided.
Group Creative Director · AKQA · Atlanta
HOW I WORK
Four principles I work by. The work on this site shows them in practice.
01
Make the complex feel usable.
I start with what someone needs in that moment and cut until the screen answers only that. Most of the work is deciding what to leave out.
02
Treat craft as a form of care.
The details people never notice are the ones they’d feel if we got them wrong. I sweat the default state and the error message, because someone will meet both on a bad day.
03
Design the work and the way of working.
How a team crits, hands off and makes decisions shapes the work as much as any screen does. I design those on purpose and rework them when they stop working.
04
Leave teams stronger than I found them.
I’d rather give someone a job slightly too big for them, with a senior close by, than hire over their head. It’s slower and it costs something, and I’d still make that call.