We don't minimize to have less.
We minimize so more can emerge.
Ego Inflation
The greatest obstacles to communication are the excess of ego and the excess of information.
Minimize to find Identity
Our design process begins with minimizing the expanded ego of the brand or individual. This may sometimes involve confronting one's own darkness and the reality of emptiness.
Maximize is to create Boundaries
We believe that design is about defining and maintaining the boundaries of a brand or individual. These boundaries are not limitations, but rules for preserving identity.