Design Manifesto:

I believe that effective branding is the product of paying close attention to detail, and planning carefully. I believe that the word strategy is painfully overused. I believe in the power of graphic design — I believe that it can change minds and change lives. I believe that clear and crisp communication is the business of graphic designers. I believe that inside every communication problem is a powerful solution unique to the circumstances. To find that unique solution and execute it creatively and aggressively is the challenge. I believe design is not art for art’s sake — design must serve a purpose. I believe in wearing a lot of gray, a perfect cup of coffee, and obsessing over mindless details. I will not work until I’ve cleaned my office, and even then, I need the perfect pen. I pledge allegiance to the Pantone Matching System and promise never to use the phrase “integrated marketing” in mixed company.