Design = Functionality: I am a minimalist when it comes to design and I believe in taking big complex products, systems, and services to engage and convey the message immediately. This is for internal teams and structures as well as external consumers. However, I can branch out beyond minimalism depending upon the story of the brand and message they are trying to convey. Design should empower.

Design is memorable: Design should employ an experience with organic and easily understood content that creates an emotional and/or emphatic connection through senses: sight, sound, and/or touch, which should leave an impactful, but lasting impression. It should be something people will always remember.

Design is relatability: The audience you are trying to reach, should always relate to the content you offer. It is crucial for me, as the designer, to do thorough research before going into the assigned creative work. Research phase is important because it is a stage of discovery. It helps me better understand user behavior, taking note of emerging tech and competitors, and set the expectations through the information I assessed during the research stage and data collected.