Philosophy
Simplicity
Unnecessarily complex information is confusing, uncomfortable and separates people. Simple messages are easy to understand, honest and more trustworthy. Simplicity in communication is the art of thoughtfully reducing complexity without any reduction in meaning.
Listening
Communication is a circular process. To complete the communication cycle, we simply need to listen. It is easy to keep talking, think advertising and marketing. Listening informs ourselves and it is through the receiving of knowledge we grow wiser and educated for future decisions, to adapt an evolve.
Utilism
Many designers do their work with the aim of raising individual profiles, with out any genuine effort to be helpful. We believe the purpose of design, as put forward 40 years ago by Herbert Simon, a social scientist and Nobel laureate, is the division of courses of action aimed at changing existing situations into preferred ones. Design has to be useful and helpful.