Design that mimics the sensual continuity of nature’s subtle connections of color, light and texture invite the viewer’s receptivity.

Directive design gives an either/or choice, similar to a traffic sign. Interpretive design allows for personal choice, in the same way symbolism allows for individual meaning.

Design is a human ritual of understanding.

In geometry, as in nature, the circle is the archetypal shape of wholeness and inclusion. It is an effective shape for nonprofits or community-focused efforts.

Branding is simply pattern recognition, established across multiple tiers of application and fueled by the energy of money.

Optimal design delivers information in ways that are useful, beautiful and improve the experience of all involved: audience, client and designer.

A company has integrity when its words and actions consistently match the branding effort.

Effective problem solving in design requires a balance of strategy and spontaneity, intelligence and creativity.

Basic geometric shapes communicate universal qualities common to all cultures. Practical design integrates them appropriately.

Nature's design is fully economical. Human design follows this model when it minimizes information and maximizes understanding.