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.

His often controversial but always entertaining insights make Simon a valued contributor at international events, organisations, and institutions, including ICOGRADA, Hyper Island, Parsons School of Design, the Royal Society of Arts and Institute of Contemporary Arts. The Royal Society of Arts has honoured him with a fellowship in recognition of his contribution to British design and he is a member the Art Directors Club of New York and British Design and Art Direction and in 2004 was elected to its non executive council.

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 is set up with Mother the Advertising company 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.

Simon is single and broke, but an endless source of amusement; he loves tall women with attitude and is available for parties, weddings and bar mitzvahs.