Direction shapes the story.

Design can't fix bad copy
or poor positioning.

Define what matters,
remove the rest.

Don't design for other designers.
Trend-chasing is not taste.

Reject unnecessary references,
conventions, expectations.

Clean structure and controlled friction.

Direction carries through to the build.
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Constraints give the work edges.
Too many possibilities flatten the result.

Systems solidify the work.

Work is fun.