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The essence of effective visual design involves an "economy of style." For each design project, every line, shape, and color should serve some real purpose. The placement of each letter or image on a print or web page should be meticulously thought out in advance. No visual element should be included for the sake of pure ornamentation — unless, of course, the nature of the individual project demands it. In Walden, philosopher/naturalist Henry David Thoreau urged his readers to "simplify, simplify." In all of our design work, we attempt to do that, too. We strive for a clean and classic design style, often looking to the pre-digital era for inspiration while still remaining contemporary. The result is design that works by drawing the viewer's attention to the client's ultimate message while maintaining a clear and consistent brand identity. |
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