We aim to design something that has a meaning, that is not arbitrary, that has a reason for being, something in which every detail carries the meaning or has a precise purpose aimed at a precise end.
We search for meaning in whatever we have to design. We don't care much for commonplace, cliché, and or what the masses are doing. With design, we don't just create beautiful things, or simply dress things up to please very few people. No, we dig deeper, way beyond the surface things. We peruse totally by searching for accurate and essential meanings in whatever we design, investigate their complexities, learn about their ambiguities, and we aim to understand the context of use to better define the parameters within which we can experiment.