A better working philosophy.

Every project must be tailored to a specific message and audience. Still, simplicity informs everything I do. Taking lessons from the Modernist movement, I believe that the design of any object should be dictated by its intended function or purpose. The same goes for communication – both visual and verbal. See how.

The message and its purpose are paramount. No amount of wit or artistic genius can save a poorly planned idea.

But form, on its own, cannot be the end-goal. Rather, technology and design should enable the user and enhance the information. Aesthetic without reason can be artful. But aesthetic, when matched to an appropriate strategy, is art. And it is this art that can move people and products.