Ego Inflation
In a world that praises 'I am the master of my destiny,' the expansion of the self leads to endless competition and imitation. Yet, the more the self grows, the emptier it feels. Ironically, true identity is found when we minimize the ego.
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.