People respond to design in ways they generally don’t understand, can’t articulate and seldom recognize. And surprisingly, that’s the way it should be.
Great design is felt as much as it is seen and should never get in the way of function. It can be timely or timeless, convey comfort or urgency, permanence or disposability, value or extravagance and evoke either desire or indifference. But design is never irrelevant.
Great design doesn’t call attention to itself it calls attention to the value of the thing that has been designed. It is neither forced nor obvious and gives a brand presence, stature and personality.
Design defines a brand for better or for worse through either intent or neglect. It is our intent to design in favor of better.