Words shape design.
Quality over quantity
Giving ourselves permission to do less, we focus on what matters. We communicate on the essentials and avoid unnecessary complexity – less complications, more simplicity.
Keep it simple
The simplest solution is most likely the correct solution. The simplest way to achieve simplicity is through thoughtful reduction, by understanding everything and pushing the impossible.
“Simplicity is the ultimate sophistication” - Leonardo Da Vinci
Authenticity is everything
Do away on creating products that are reusable or desirable. Addressing the needs for design in the most optimal form allows us to find beauty in pure content.
“Design is an expression of the purpose” - Charles Eames