With a Masters degree in Industrial Design from the Royal College of Art, Simon established the Deepend studio in London with friends and partners Gary Lockton and David Streek in 1994. His passion for creative freedom and innovative ideas was the driving force that gave Deepend its distinctive creative approach.

Simon is a valued contributor at international events, organizations, and institutions, including ICOGRADA (world body), Hyper Island (Sweden), Parsons School of Design (New York), the Royal Society of Arts and Institute of Contemporary Arts. The Royal Society of Arts has honored him with a fellowship in recognition of his contribution to British design and he is a member of the Art Directors Club of New York and Design and Art Direction Global Awards. In 2004 he was elected to its non executive council, in 2005 he was asked to become the Vice and then President of D&AD in 2007/8, he is the youngest and also the first digital president.

In 2008 he was awarded with the United Kingdom’s highest design honor - the Royal Designer Of Industry, this award often referred to as the ‘Queen’s 100’ is in recognition of his life’s work in the area of digital design, he is again the first digital RDI to be recognized.

In 2008 Creative magazine in the USA placed him on the Creative 50 - the top creative people in the world that year. He was also asked to compete in the Advertising Planners Group competition to find “The Biggest Thinker 2008” which he was charmed enough to win, evidently by wearing “Good Shoes!”

He now intends to spend his twilight years in the company of people who can actually make a difference and challenge the conventions - in clients and themselves. POKE.

Poke is set up to challenge the way he works, talks and designs. Poke is an internal statement to its directors that stops them repeating themselves and allowing the freedom of fresh thinking to deliver a creative answer. Established in 2002, Poke has been named digital agency of the year in 2005 and again in 2006 in Revolutions survey of the Year. In 2008 Poke was awarded the most respected Agency in the UK by the New Media Awards, Simon was voted the most influential person in digital media.

In 2006 he won his second BAFTA and two of the most prestigious on-line awards “The Webbys” in New York, for Alexander McQueen’s web site.