I'm Christian, and I do Creative Strategy. My background is in research, advertising and design, and I believe that strategy is better when it is creative. Creativity brings more impact, creates more uniqueness and ultimately more value.
It's really interesting to work in Experience Design as the industry has reached a level of maturation that means merely doing what everyone else does or just being 'simple' and 'easy' is no longer enough.
Creating a relevant and differentiated experience that sets it apart from competitors is increasingly important. And that is what excites me about what Foolproof is doing.