Great design comes from a careful balance of knowledge and intuition, a designers most powerful tools.
Design is communication and to be truly successful it must speak to its' intended audience in a voice that resonates truth. It must be based on a clear understanding of the competitive marketplace in which it will compete for recognition.
The result, a delicate subtle mixing of intuition and knowledge toward a communication that can be loud or quiet, hip or conservative, colorful or muted, trendy or classic but always eliciting a response.
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