About me

Hello again, my name is Andrew Davies and I am a digital designer based in London. I think the term designer is too focused on the aesthetic, as what I actually do is to answer questions for people and businesses.

I have over 10 years in the design industry, having attended Ravensbourne studying a B.A in Visual Communication Design and Typography before leaving to join the BBC. This knowledge has become invaluable in the digital world as the core values and principles are so interchangeable. I am lucky enough to have worked with Brand development, brochure design, direct mail, exhibition graphics, advertising, corporate identities, point of sale, iconography, typeface design, websites design and guideline documents. I have a very good eye for detail which is at the moment leading me to work in very close proximity with a development team to ensure quality of delivery. The guideline documents I have implemented have become a necessity within my current company.

My approach

In order to answer a question you need to know and understand what you are being asked. "Can you redesign our website?" is a straightforward request and is easily achieved. However unless you ask the question, "Why do you want to redesign your website?", you will very likely fail to achieve what is actually required. What is needed is an understanding of the requirements, why something isn't working, what is missing, how it is failing to meet it's objective, what the customer actually wants the product achieve.

I approach all questions with energy, enthusiasm, an eye for detail (which always pays in the long run) and a belief that the same considered approach to every question is vital in producing effective work.

The one vital part of any design solution that unfortunately is so often overlooked is the end user and their experience. This is my main focal point when considering any question... "What does the end user require", what are their needs, what are they trying to achieve on this page, in this process, whatever the visual environment. From de-cluttering of information, the creation of innovative navigation systems, creating iconographic symbols to aid the user, to simplistic modular content, the design of these things needs to always be mindful of its execution, implementation and use. Great design solutions seem to make all this appear effortless, the interface communicates exactly what it needs to in the most efficient manner possible.