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.

Planning involves considering how other people may use something.

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".

Marketing is not inherently bad. That's just dumb. That's said by somebody that isn't doing enough work.

I love the big scale and immediate impact of posters. They're my favourite things to design.

You have to have a lot of kids.

I'm hoping that I continue to be innovative on things that are tremendously visible and are still important projects.