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Designing is a creative process that takes time. Sometimes it comes over night, in a second you can have an idea and it will spark into some creative work. And within a minute you will toss it aside, starting on something else, some new idea.. better one. Just to toss that one away as well. Designer could go within that loop forever, rarely satisfied with his end product, always searching for better.

However we keep in focus what we believe to be the main purpose of the design – COMMUNICATION. Design should be aesthetic in order to be seen, but it’s primary function is to communicate. Therefore before we start to design we like to set up a communication hierarchy. Once that is established it is clear what comes first, and what is less important.

When we go into design we expect some guidelines from our clients, such as visual identity – usually through “Book of graphic standards”. If you do not have a document that describes your identity we should set up guidelines and determine colors, typography, elements and style in order to know which direction to take.


Although this phrase has origin and meaning somewhere else it also, very accurately, applies in design. It is often mistaken that something small is easy to design, and therefore done in little time and for a small cost. Unfortunately that is far from truth. Designing is a process where we are often tasked to use a lot of “important” information in small space. And it has to be done so that is readable, understandable and original.

The same is applied for designs that are “simple”. Often behind those simple creations is a lot of hours of designing, testing, creating and starting over.