Bob Gill, a great graphic designer –  look him up, and he had very simple philosophy. He said, ‘give me an interesting problem and I’ll give you an interesting solution.’ What he meant was that boring problems too often make for boring solutions, the creative’s job is to make every problem interesting from the outset, And what is most interesting to humans are other humans; their feelings, emotions, their problems and what turns them on. What he’s saying is, the creative’s job is to banish boring. That’s a philosophy.

Whistler said that the people who bought his paintings were buying his lifetime of experience – he is ‘not paid for his labour, but for his vision’ he wrote. Picasso talked about making visible what others can’t see, Edward Hopper about the outward expression of the inner. Their philosophy is to connect at a sub-conscious level. To get there, Robert De Niro would completely immerse himself in the lives of his characters. In a time when the tools we use could so easily homogonise design, what makes one creative different to another is still their creative philosophy.