"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 helps organizations avoid investing in choices that are an indulgently aesthetic OR bluntly practical.

 

Getting the form right 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...and culminate in dynamic spatial experiences.

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