Identity means "how do I get known? How do I expressmyself?" and that's generally what I'm helping somebody do. It may be three dimensional, it may be a public space, it may involve government,it may involve cultural institutions, it may involve corporations, it may involve editorial publications - it can be anything, really.

The best way to accomplish serious design ... is to be totally and completely unqualified for the job.

I'm most proud of the fact that I get to keep growing.

What I hate is when something I've done is replaced by something better than what I've done. It's really embarrassing.

New Zealand looks like the future to me

Your work gets destroyed by dumb people and it gets enhanced by smart people and it really doesn't have anything to do with marketing.

What you do is look at yourself and find your own way to address the fact that the times have changed and that you have to pay attention. You can't be a designer and say, "Oh, this is timeless".