In design practice for 20+yrs as a cross-disciplinary multi-specialist. Experiencing diverse projects caused a spill-over of skills and thinking methods, gave a wider perspective and resulted with a holistic approach. With that base, developed Zero Design philosophy. Interested in visual storytelling or Narrative Design in all its forms, into cutting-edge technologies from a perspective of using them as a tool in addressing deeper emotional needs of advanced users, marrying them to softer, more profound values. Focused on issues of branding, micro-branding, self-branding, etc. in contemporary and future societies. Since 2007, concurrently with design practice, teaching design in academia.