"form follows function"

  

Yes, but function follows identity. Consequently, finding the right design concept is not--as the adage suggests--a binary choice. Effective design consultation should help organizations avoid making a purely aesthetic OR a bluntly practical mistake.

 

Getting to the right form starts with understanding who you truly are, not just what you desire to seem. Stories, convictions, habits. Values. Under the right guidance, these abstractions evolve quickly into tangible choices in line, shape, color...

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If you want to watch these principles revolutionize your own project...