ethics policy

Through our work, each of us have the opportunity and the responsibility to put our system of basic values into action — to model the behaviour that we want to see in the world.

I believe that design without ethics is simply decoration, and while aesthetics are a key component of graphics, design is best approached as providing solutions to problems creatively, thoughtfully, carefully, and as an expression of purpose. To that end, when creating designs, I believe have ethical responsibilities to:

  • the client in the nature of my dealings with them and the work I produce for them;
  • the audience in the content and truthfulness of the marketing I create;
  • the actors in the way their image is presented and manipulated;
  • the culture in presenting images that recognise their responsibility in promoting behaviour, tolerance and the progress of an inclusive society;
  • the environment in producing works that are designed to optimise responsible use and minimise waste, and offset carbon used in my part of production and creation;
  • my colleagues across the world in respecting the sanctity of their images and ideas and treating them with respect;
  • myself and my staff in terms of presenting our time and work as worthwhile and worthy of fair treatment and remuneration.

Regarding AI: None of the work on this website has used any form of generative AI models or tools. While I am very interested in the development of technology and its part in all our futures, I have yet to see anything produced by MML programs as anything other than reflective, reductive production – a rather limited (and ecologically disastrous) pastiche engine. While I wouldn’t claim everything I have ever produced has broken the mould, it has all been produced intentionally, with feeling and – yes, with the appropriate bashful shrug – with as much soul as I can muster. I think that shows through, and hope it will continue to do so, and matter to those who see it.