Stuart Rothwell is an all-round designer. By not focussing on one discipline, the design work can integrate a swathe of capabilities into projects, meaning there is no barrier to what the outcome could be.

Sprightly, personable, always listening, actually contactable, well-connected, with the experience to understand and execute every project to completion — having worked for big clients (BT, Pizza Express, Yahoo) and small clients (local electrician, kids nursery, next-door bar).

Nothing complex about this — learn, generate, present, execute, collaborate, deliver.

Getting a solid brief — by gaining an understanding of the clients needs, the audience and how best to communicate to them — is the start-point. Research, experience and collaboration will solidify a project scope and plan into a workable brief.

Getting a relevant, workable idea is the goal. The creative side of the project has to align and further the demands of the brief. Exploration — scribbling and writing out of concepts — around the problem, brings a creative solution to the work. Next step is to build the idea into a complete identity.

Identity is built by weaving elements such as illustration, colour, logo, photography, copy writing, shape, typography and tone into an informative, well worked and attractive brand. Successful brands need to be relevant to the audience, not pandering, but exciting, different, slightly unique or a little off-kilter.

Identity is great and all, but that logo and look has to get out there, it has to strut. It's got to do it's job — it has to be applied and it has to promote. Get those brochures, websites, campaigns and all the marketing materials spruced up and ready to tell the world what you are about.

Iconography and illustration can enliven visual communications. Technical illustration and infographics can reduce a complex to communicate idea into an easily understood, visually engaging graphic.