Get to know George

With an eye for design that borders on supernatural, George transforms brand concepts into visual masterpieces. Though technically a freelancer, George has become such an integral part of the Modal family that we've given him his own permanent desk (which is always impeccably organised, unlike some team members we won't name). After studying design in Milan and working with luxury brands across Europe, George brings an international perspective to every project. Known for his brutally honest feedback and impossibly high standards, he pushes our work to new heights. When not creating stunning visuals, George can be found photographing urban architecture or tending to his collection of rare cacti. He claims to have never worn matching socks and so far no one has caught him breaking this rule.

How would you describe your design approach?

"I believe in purpose-driven design, every visual element should serve the brand's goals and connect with its audience. I start by stripping everything back to essentials, then thoughtfully add layers that enhance the core message. My background working with luxury brands taught me the power of restraint, sometimes what you leave out is more important than what you include. At Modal, I've enjoyed applying these principles across diverse industries, from tech startups to traditional manufacturers. The contexts change, but the fundamental approach remains: understand the audience, clarify the message, then craft visuals that communicate with precision and impact."

How do you stay creatively inspired?

"I deliberately seek inspiration beyond the digital space. Architecture, fashion, product design, fine art, I'm constantly observing how different creative fields solve visual problems. I have a ritual of visiting a new exhibition every month and keeping a sketchbook of ideas and observations. Travel is also essential to my creative process, experiencing different cultures and visual languages keeps my work fresh. Within the industry, I follow the work of designers who have completely different styles than mine. It's easy to get caught in an echo chamber of similar influences, so I deliberately expose myself to approaches that challenge my aesthetic preferences."

What's your collaborative process like with clients?

"I believe in education alongside creation. Many clients know what they like visually but struggle to articulate why certain designs work better than others for their specific goals. I take time to explain my thought process and the strategic thinking behind design decisions. This builds trust and leads to more productive feedback cycles. At Modal, we've developed a collaborative workshop approach for complex projects, bringing clients into the design thinking process from the beginning. This investment upfront dramatically improves outcomes and client satisfaction because they feel genuine ownership of the final direction."

What design trend would you like to see disappear?

"The overuse of bland, interchangeable 3D illustrations that make every brand look the same. I understand their appeal, they're trendy, versatile, and relatively quick to implement. But they're becoming the corporate Memphis of our time, recognisable as belonging to a specific era but doing little to differentiate brands. I encourage clients to invest in custom illustration styles or photography that actually reflects their unique identity. Good design should be timeless rather than trendy, focusing on what makes a brand distinct rather than what's currently popular on design blogs."