I design systems, objects and environments shaped by context and culture, where aesthetics communicates value and strategy is informed by place, need, and real conditions.

1. Material
   The key to successful design, that serves the user well, is strategy. What need are we serving? Is it made of code, titanium, recycled plastic, paper, mycelium, email? Can we do it another way?
2. Culture
   In most cases, the things that we are the most draw to appeal to values we hold. What values do your clients share with you? How else can we design for and serve their values?
3. System
   The process of designing any product starts by establishing rigorous constraints based on the values of the user, their needs and the same for the business. Constraints are the key to strategic design. Constraints allow us to see what matters and explore beyond the known, without them we walk towards our goals blindly, with them we win.

Before this process, we don’t know enough about what we are designing. Afterward the product almost designs itself.

By following this process, we are creating a product informed by aesthetic value, and real needs shared by both the organization and consumer.

If this sounds good to you, let me know.