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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