Designing And Developing Anything Of Consequence Is

Simplicity Is Not The Absence Of Clutter.

The Best Ideas Start As Conversations.

The Defining Qualities Are About Use: Ease And Simplicity. Caring Beyond The Functional Imperative, We Also Acknowledge That Products Have A Significance Way Beyond Traditional Views Of Function.

At The Start Of The Process The Idea Is Just A Thought - Very Fragile And Exclusive. When The First Physical Manifestation Is Created Everything Changes. It Is No Longer Exclusive, Now It Involves A Lot Of People.

The Quest For Simplicity Has To Pervade Every Part Of The Process. It Really Is Fundamental.