It could be said that design is essentially the process of putting in everything that needs to be there, and taking out everything that doesn't. That is where I start – with an assessment of what we are trying to achieve, and precisely what that will require, keeping in mind the budget available. Next comes what I like to think of as inspiration; the creative flash that solves for all the defined requirements (and is pretty and cool and professional, too). I build on that with decades of experience in layout, typography and reproduction requirements. I promise my best, because I know from experience that I only succeed when you do.