It’s the question I dread getting asked most when meeting someone for the first time, for the pure banality of its form and the lack of creativity behind it. But you don’t have to hear it from me to know it’s the question most often asked. Luckily for me, I have never loved ‘what I do’ more than what I’m doing now. Whether I’m getting a kick out of my day job, or dabbling away in the after hours of my life, I’m never as happy as when I’m slinging words around or playing with colour and composition; experimenting, creating and searching for the solution to the next big idea. As one designer so aptly put it: ‘the work you do while you procrastinate is probably the work you should be doing for the rest of your life’. Which means, if you’re the next person to ask me what it is I do, be prepared you won’t get a straightforward answer.