|Pretty is as pretty does.
But if it doesnt work, it isnt pretty.
Design has to serve two purposes:
Contribute to achieving your strategic objectives.
This isnt an either/or proposition.
Some designers create whatever pleases their sensesregardless of whether the result serves its intended purpose or fits into a cohesive plan.
We dont have a lot of patience with that.
Yes, design criteria can be incredibly subjective. We all make choices about what we do and do not like. But having a variety of choices doesnt make them all equally appropriate.
Results are the best test of any product, service, strategy or design. Does it work? Does it stick in your memory, answer your questions, add an item to your shopping list? If the answer is yes, thats a sign of success.
In our business, results take many forms and success can have just as many faces. Whether its increased sales, better-informed consumers, a productive product launch, an enhanced company image, or any other marketing objective, we design our work to do something our clients can measure. We also strive to produce good-looking work. But looksand resultsarent the same thing in every case. We dont have a one-style-fits-all approach. That philosophy only works for people who have one client: themselves. Our focus is a little broader than our own desktops.
For us, the bottom line is very simple: If it doesnt work, it isnt good.
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