Design Philosophy

Imagination may be the most difficult, and closest to God-like work of the human mind. It is the nearest we come to conception out of nothing. It is a challenge put to us, as designers, to create something that has never existed before and does not yet exist in any human mind. All of this we do, because we are like God and because we as human beings are infinitely worthy of the ever-new.
There is no secret answer to a great design or visual communication that meets the needs and wants of everybody. There is perhaps one key element to a successful design process... It is a passion for quality. The passion for quality within design is an on-going, thriving, and deeply-rooted commitment to create only exceptional, flawless work. The passion for quality is what detaches the phenomenal and professional designers from the mediocre and amateurish. For the capable and skillful visual communicator, this passion for quality is binary. First, visual communication must be well-executed; and second, it must never jeopardise the client's message. The first concept is the simpler of the two. Any good design idea will be ineffective if poorly executed. The second application of a designer's passion for quality lies in his or her dedication to the needs of the client; whether designing for an exterior client or
freelancing for yourself, there will always be someone's needs who need to be met.

Paying critical attention to every minor detail will lead to work of the highest possible standard. Designing only with a clear sense of intended purpose will lead to visual elements that function perfectly together to communicate the client's message in a professional yet dynamic and unique manner. These two principles, combined, form the one underlying philosophy that an uncompromising passion for quality will procreate work with aesthetic stability; work in which the whole metamorphs into more than the sum of its technological parts, design that comes alive. When a designer's passion is visible through his or her work, the result is a piece that has being, that has body, that begins to beat and breathe.