How do we Approach Graphic Design?

Our approach Graphic Design for print and digital is less an approach and more a design philosophy. We believe that a graphic designer is not simply an artist, but a deliberate visual communicator.

For business purposes, artists are engineers of communication tools—not artistic interpreters of a design language using random whimsy and frivolity.

Our objective, when designing any material, is to create an effective and efficient visual connection. Therefore, the material must be easy to read, easy to understand, and memorable. Confident and skilled graphic designers do not need to clutter their work with extra elements or personality. A well designed graphic piece communicates to your customers in a clean and concise manner, with a focus on function.


A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.
– Antoine de Saint-Exupery


We design to achieve clarity and order; basic techniques are used to accomplish this.

For example, we often use grids to achieve either asymmetrical balance or absolute and perfect symmetry. Our modern approach to design is heavily influenced by the Swiss Method of Design. The Swiss Method focuses on white space—clean, bold design. This is coupled with our own obsession with the use of white space. In our book, strong design is less design, less is more.



Also, we incorporate mathematical layout methods into our graphic work. We draw from our knowledge and respect of the ancient use of the “golden ratio” or “golden meme”, or what some refer to as “divine geometry” or “sacred geometry”. This refers to the macro and micro universal mathematics of all things known to human-kind. The ancients applied these mathematical principals into architecture and their understanding of life on this planet.

Through our 20 years of experience, practice, and research, we have perfected our techniques for creating both visually appealing and effectively designed material.