Authenticity, simplicity, memorability, clarity.

I wish more designers had the clarity and conviction to answer this.

What belief is at the core of your design practice?.

The way we see is what we offer. The courage to reimagine is the value we bring. It’s why designer founders build differently, and why great entrepreneurs want designers in the room. Perception shapes outcomes and vision creates new futures.

For the design community to truly flourish here, we must move beyond chasing speed, validation, or earnings. Design is a practice, an intentional pursuit. Instead of infatuating over something new, fast, or viral, ask if it’s thoughtful, inevitable, and true.

Katie knows.

Jony: “It’s not finished when you’ve added everything. It’s finished when you’ve removed everything that doesn’t matter.”. Design is finished when it’s clear enough to speak for itself.

Jony: “It’s not a discrete activity. Design is the very essence of the product.”. Design isn’t an arrangement of layers, it’s the foundation. It is the fundamental thinking. When it’s done well, it touches every part of a company, it’s engrained in how everything is done.

Jony: “So much work today is styling. It’s surface. It doesn’t come from belief.”. Styling is not designing. Too much work looks refined but says nothing. It wasn’t built from belief for a meaningful purpose, it was built to perform well in a case study. Belief is what.

Jony: “If we’ve done our job well, you don’t notice the design, you notice how easy something feels.”. When something works with such clarity it disappears, that’s a mark of design that respects your time, your focus, and your individuality.

Thank you for doing this @patrickc . Jony: “When you care, it shows up in everything.”. Design is an act of responsibility. You’re deciding how someone will feel when they encounter it. That level of care isn’t extra, it’s our job.

The purpose of reduction isn’t style. It’s preservation. It’s a way to guard meaning from erosion.

Not everything new is progress. Not everything loud is leadership.

The best designers I know are optimists. Because to make anything better, you have to believe better is possible.

Less clutter. More clarity. The world doesn't need more. It needs better.

What you put into the world teaches others what to care about. Make it intentional. Make it essential. Or please, don’t make it at all.

Design begins with purpose, is built with conviction, and finished in restraint. What’s left is what’s true.

Good design isn’t decoration. It’s stewardship. A responsibility. A decision made visible.

Garbage out. Garbage in. Design with purpose, with rigor, with restraint. Avoid the mess.

There is no final version. No arrival. Only the quiet, continuous act of creating. And in that, peace.

New identity launching today for @Revel_Software with the story told and brought to life by the team @iverson 🤝.Excited for what Revel will make possible for our collective future. There’s a very real world we live in and whole universe to explore.