I’ve developed the simple vision of W.O.W. Whitespace, Originality and Wonderful.
Whitespace
Creating compelling designs demands big decisions. Like writing a visual poem. An idea emerges and with it a quest starts. On this quest the most valued decision is: “Don’t be afraid of white”. Delete and then delete again. Be as generous as you can be.
Originality
There should be an idea behind everything you do. This makes it unique and compelling. Search for that feeling in your stomach. It signals you‘re on the right track.
Never copy! That we can leave to artificial intelligence.
Wonder
Nobody looks at something which doesn’t posses a certain degree of aesthetic quality. Search for it and never stop living life in wonder.
When working for clients on complex branding projects. The correct strategy and the idea behind your design obviously is the single most important element.
