Design should be collaborative. Not a competition.

Design should be part of company culture. Not just a space reserved for graphic experts.

Design’s primary tool should be conversation (and sticky-notes). Not Photoshop.

Design should reinvent (question) the challenge. Not respond with mocks to a brief.

Design should set the spirit for the entire meaning of a project. Not just be a phase in a project.

Design should focus on people. Not pixels, fonts, colors or layouts.

Design should be born out of insights from all stakeholders. Not outsourced.

Design should be based on deep understanding. Not what subjectively looks nice.