WHO IS SIM?

A self-declared football (soccer) tragic, Sim dreamed of being a pro footballer (‘I didn’t make it’), architect (‘I can’t do math’), pilot (‘I’m deathly afraid of heights’) or artist (‘it’s a work in progress!’).

Having studied visual communication design at the University of Newcastle and joined the industry 6 years ago, Sim’s since worked with all sorts—from shopfronts to state services—bringing ideas across retail, government and health.

He believes that design doesn’t need to be complicated to be good. He most often thinks it should be simple, clear and most importantly, solve the problem. That said, it sure is nice if design can make you smile (or feel something), make something easier to communicate, be unexpected and surprising, or help make something more accessible.