Design is a fundamental human activity, relevant and useful to everyone. Anything humans create—be it product, communication or system—is a result of the process of making inspiration real. I believe in doing what works as circumstances change: quirky or unusual solutions are often good ones. Nature bends and so should we as appropriate. Nature is always right outside our door as a reference and touch point. We should use it far more than we do.

Principles that drive equilibrium in nature's design also power human design.

It is the nature of intuition to spark and guide creativity, and it's an essential ingredient for anything "new" to happen in the world at all.

Design that mimics the sensual continuity of nature's subtle connections of color, light and texture invite the viewer's receptivity.

Nature's design is fully economical. Human design follows this model when it minimizes information and maximizes understanding.

Basic geometric shapes communicate universal qualities common to all cultures. Practical design integrates them appropriately.

Effective problem solving in design requires a balance of strategy and spontaneity, intelligence and creativity.

A company has integrity when its words and actions consistently match the branding effort.

Optimal design delivers information in ways that are useful, beautiful and improve the experience of all involved: audience, client and designer.