1
Make the world a better place.
2
Change your process, shift perspectives, challenge minds, and explore new ways of working.
3
Give yourself permission to be imperfect and vulnerable.
4
Design for the many, not the few.
5
Work for the worker, not the cultural elite.
6
Create functionality over visual amusement.
7
Avoid the notion that design equals cosmetics.
8
Avoid the notion brand design is strictly a cause for appearance.
9
Avoid the tyranny of novelty.
10
Quality is user satisfaction.
11
Experience over appearance.
12
Timelessness over trend.
13
Design is power; Brand is wholistic.
14
Do more and others will follow.
15
Do your job and do it well, otherwise don’t do it at all.