I have a really shallow idea about what Australia is.

A simple MS Word document, or a Powerpoint presentation, has its limits, particularly the unpredictability in how the page will actually display. With a PDF, you are locking down all those variables.

I think different designers have different points of view and different strong personalities can influence the way certain cities are perceived.

BE PURPOSEFUL AND THOUGHTFUL IN THE CHOICES YOU MAKE WHEN THE OPTIONS ARE NEARLY INFINITE.

The problem contains the solution.

I actually think it almost works the other way sometimes: making a college textbook, say, look really "user friendly" tends to also make it look less "serious," even if nothing changes other than the design treatment.

If you do good work for good clients, it will lead to other good work for other good clients. If you do bad work for bad clients, it will lead to other bad work for other bad clients.