When blending illustration and lettering I find it best if the imagery adheres to a simple pattern, usually involving some symmetry. William Morris advised that “structure is a wall against vagueness” and with this in mind, the overall designs follow an underlying grid.
Principles that I normally apply to my type design, such as rhythm, uniformity and clarity and various sizes all play a part. Indeed, most of the imagery was drawn using the same process and tools as I use for designing type.
I’ve aimed to simplify all the shapes and avoid the curls and swirls or 'over-abundant embellishments’ as described in Steven Heller’s article Cult of the squiggly.