Frag Woodall is an industrial design graduate of The University of Technology Sydney. His design studio Mr.Fräg focuses on interiors and products such as furniture lighting and home-wares. The central ideas within his design philosophy are to allow the products to have functional honesty, material integrity and a sense of poetry, wit or humor which communicates and connects to people on a human level. "But these are all individual elements that contribute to the design, it is storytelling that is the true artful activity that glues and binds together all the other elements. It is these ideals that I try to peruse and when they are present I feel that a design has more relatability and clarity".