Hi, I am Hemant.

Most of my work is deciding what to leave out. A brand with four colours and one typeface is harder to design and far easier to live with than one carrying twelve of each. That restraint is what keeps a brand looking like itself two years later.

The work leans structural: grids, type, hierarchy. That is what still holds when the photography budget disappears and someone on the team has to lay out a new SKU on a Tuesday afternoon.

I work mostly in food, drink and lifestyle, on identity from naming through to what goes on the shelf. Before that I spent my time on print and packaging, which is where I learned that a specification is part of the design, not paperwork that follows it.