Form Follows Function - to design every project from skratch, as original artwork, influenced by the function, the client, and the target audience To create a new world of form and content for each project.

To live design every day. Desing exists only as part of a greater cultural context. To find style fingerprints in the media, fashion, language, and everywhere people live.

To create design that is simple, but not abstract. Design that is legible and intuitive to the user, and yet not deprived of beauty, humor and color. "Make it as simple as possible, but no simpler." Albert Einstein

To strive to perfection and proffessionalism in customer service as in studio work, for every job big of small.