Ego Inflation
In a world that glorifies "I am the master of my fate," the expansion of the self pushes individuals and society into endless mimicry and competition. Yet, the more the ego grows, the emptier the inner self becomes, as if the void deepens with every expansion.
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.