Design Philosophy:
"Intelligent advertising design that doesn't insult."

If information truly is power, then informative advertising = powerful advertising. In my design work, I never assume I'm smarter or any better than the average consumer.  I AM the average consumer.  I buy breakfast cereal.  I buy laundry detergent.  I buy electronics.  And, like the average consumer, I like to make informed decisions about my purchases.  I don't really care if your layout features a beautiful model on the beach – if it doesn't relate to the product I'm buying or somehow enhance the product's value, I most likely won't remember what product you are trying to sell me five minutes later. 
My layouts reflect that philosophy.