Time to update the bio. f.r.a. continues to grow and Im proud that we have a mix of fresh new creatives led by our well travelled, highly experienced senior team, see our company page for more.I started life as an interior designer but working on wayfinding for ExCEL as it grew out of the ground got me hooked and dedicated to wayfinding, such a fascinating discipline as it combines graphic communication, product design, art, lighting, public space and activation. Ive watched awareness of the discipline grow over the years but still some way to go.I worked across Russia and Europe mainly in design of shopping centre wayfinding but since forming f.r.a. Ive enjoyed developing skills across a wider range of sectors in branding and wayfinding all of which feed and nourish the next project.People are what makes a difference; good clients, inspiring architects and other creatives, respect and learning from makers, ultimately seeing how people use and enjoy spaces you help to craft.I enjoy generating ideas and building memorable places. I like the mix of the dry analytical approach to wayfinding coupled with the free-flowing creative buzz that comes from integrating new initiatives into the solutions and believe in the power of big ideas. Finding the potential within each project is the real key to success.The world can be a very grey dull place and a confusing irritation of an experience but we can make it better working individually or as part of a team. I'm interested in new technologies but equally fanatical about simple direct communications and making sure we get the basic things right, all sprinkled with a little magic!