25 years of design and what it has taught me
After more than 25 years in design, I have had time to look back at what shaped me, what challenged me, and what still keeps me curious. I am Jon Macey, although most people know me as Yoggi, and this is a reflection on the journey that shaped my approach to the work I do today.
I started out in a small marketing agency where I learned the fundamentals properly. Print, typography, layout, colour, and production. It was fully hands-on and gave me a strong foundation. As the industry evolved, I moved with it. Print work led to web design, then to interactive media, digital campaigns, and eventually mobile and complete product design. Each shift brought new problems to solve and new tools to explore. Curiosity has always been what keeps me moving forward.
My early influences came from Bauhaus and Swiss design. I liked the clarity and intention in their work. Later on, designers like Dieter Rams and Jony Ive showed me how simplicity and function can work together to create something meaningful. The technology around us has changed many times since then, but the principles behind good design have stayed the same, and I still rely on them every day.
Certain projects stand out because they taught me so much. Creating one of the first iPad newspaper apps for The Australian forced me to rethink traditional editorial design for a new medium. Working on the AMEX Black Card Olympic experience taught me about precision and consistency. Co-designing the Emirates tablet apps pushed my thinking on user flows and interactions. Improving the BT Panorama mobile experience reminded me how much thoughtful design can influence trust and confidence. Each project came with its own challenges, and each one helped me mature as a designer.
My design philosophy has changed with time. When I started, I wanted to make things look bold and impressive. Over the years, I learned that design has far more impact when it solves real problems and feels natural to use. Today I aim for clarity, purpose, and flow. Aesthetic quality still matters, but it supports the experience instead of leading it. Experience has taught me to remove noise, focus on what matters, and trust the craft.
Working across print, brand, digital, marketing, and product has helped me understand how everything connects. When the brand story, the user needs, and the business goals align, the work feels stronger and more coherent. I take time to understand these elements before anything hits a screen because they shape better decisions and better outcomes.
The design industry moves quickly, and it always has. New tools and methods arrive constantly, and I stay involved because I enjoy learning. Trying new approaches and learning from others keeps me sharp and keeps the work interesting. Curiosity is still one of the most important parts of my process.
I am also excited about what is coming next. AI, machine learning, AR, and true VR are opening new ways for people to interact with digital products. For me, AI is a powerful tool, not a shortcut or a replacement for design thinking. It can help us work faster, explore more options, and understand users more deeply, but the direction still comes from people who understand the problem. These technologies create real opportunities for more personal and accessible experiences, and designers have an important role in shaping how they are used.
Over the years, I have learned the value of strong client relationships. Listening carefully, asking the right questions, and staying open throughout the process builds trust and leads to better outcomes. The same is true when working with teams. Good collaboration comes from respect, clear communication, and shared ownership. When people feel supported, the work improves and the environment becomes more enjoyable.
If I could give one piece of advice to new designers, it would be to learn the fundamentals and stay curious. Typography, layout, colour, hierarchy. These skills will support you throughout your entire career. Stay open to new ideas, test everything, explore different approaches, and never stop learning. Design can make a real difference for people, and it has given me a long and rewarding career. I am grateful for all of it and I am still excited for what comes next.
