I came up with these principles while reflecting on what makes good design good. I asked a lot of questions: What makes my favorite projects my favorite - what are their special qualities? What am I most proud of in my own work? And what inspires me in the work of others?

Design means a lot of things to a lot of people. But when I boil it down, this is what it means to me.

Design brings a perspective, pushes the needle.

Design makes an impression - leaves an imprint on minds.

Design tells stories (for humans and communities, the past, present, and future.)

Design evokes delight and positivity.

Design isn’t too serious, it’s an enjoyable act.