Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it's really how it works. The design of the Mac wasn't what it looked like, although that was part of it. Primarily, it was how it worked. To design something really well, you have to get it. You have to really grok what it's all about. It takes a passionate commitment to really thoroughly understand something, chew it up, not just quickly swallow it. Most people don't take the time to do that. -- Steve Jobs
De gustibus non disputandum est. -- Latin proverb
It is commonly said that we should not argue about taste. But is that really so?
Ask yourself this: What would science be like today had we, as in the dark Middle Ages, stubbornly embraced the dogma rather than gather the courage to question, with an open mind, our misconceptions and beliefs? We owe our gratitude to all those pioneers of science, the tireless researchers of micro- and macro universe, who had ventured into the unknown, helping us to better understand ourselves and the world around us. With time, we learned that, in our world, stagnation is no better than death itself.
Despite the fact that science traditionally belongs to the domain of the rational, whereas art is supposedly of irrational nature, the progress of both is conditioned by our willingness to turn our backs on everyday and ordinary. Art is influenced both by our technical achievements and the developmthe ent of our consciousness. As our mind developed, so did the art, and this influence was two-way: The progress of art has forever changed our perception, proving to be critical for the liberation of our mind, teaching us critical thinking. If we observe art as a set of rules designed to meet certain aesthetic criteria, we must conclude that art would be but a dead thing on paper if it did not have a good idea to back it up.
Graphic and web design offer perhaps the most suitable playground for answering the challenges of contemporary art. Those who emphasize the futility of art for its own sake and prefer to ignore the cult of beauty manifested in the doctrine of l'art pour l'art are sure to recognize graphic and web design as art at its most functional. Web design seems to be an attempt to reconcile the irreconcilable: This is where art and function unite for mutual benefit. Beauty without function is pointless, and function without beauty is dull.
This is why we firmly believe that we can -- or rather, that we must discuss taste! Why not discuss various arguments and try to see things from a different angle? This will motivate us to always keep looking for a better solution -- to persistently keep going until we know that 'nothing more can be added, or taken away from our creation, without violating it as a whole.'
Although making -- and keeping -- our clients happy leaves us with a feeling of deep satisfaction, it is only normal that we can never, ever, feel completely satisfied -- perfection is only a step away, and dissatisfaction is a powerful driving force and a core prerequisite of progress. We always strive to enrich our vision with new knowledge while embracing new experiences and following current design trends in an effort to create something that is beautiful as much as it is useful -- in our own personal style.
The core idea behind our design? Passion for what is beautiful -- a lust for life.