Playing up some of the clichés associated with Texas, imparticular the image of the cowboy, has often been a theme in this Pentagram partner and graphic designer's work.

"My grandpa was a Texas storyteller. I would sit on his lap and he would tell me Texas tell-tales some of which would be true. He used to read me The Book of Cowboys and this book has inspired me throughout my career and I have designed over a hundred books. The book has these big beautiful full-colour illustrations that I would look at for hours. It also had these wonderful little drawings in the margin that have found their way into my work," he says.

In his presentation at Design Indaba Conference 2014 he specifically used images of cowboys, short films and cowboy poetry to subvert this Texas cliché. He also collaborated with fellow Texan and composer, Graham Reynolds to score the whole presentation leaving the audience with not only a visual but also auditory impression of the state.

"Sense of place is so important to graphic designers. If you don't pay attention to where you're from, then you get lost in trying to be global," he says.

View more inspiring videos like this one at hosts hundreds of videos of speaker presentations and interviews and world design news. Updated daily, its content features the most cutting-edge design thinking and the work and ideas of the world's industry leaders in all the creative fields.

Design Indaba is a multi-tiered platform committed to a better world through creativity. Established in 1995 with its flagship conference, it has evolved into a multidisciplinary experience that now consists of the globally acclaimed annual Design Indaba Conference, Simulcast, Expo and FilmFest, as well as a host of parties, performances, training workshops, design projects, community initiatives and publications.

Loading more stuff…

Hmm…it looks like things are taking a while to load. Try again?

Loading videos…