Design is not a beer.*
* It can't make everyone happy — but it can make the right people recognise themselves in what you made.
* It can't make everyone happy — but it can make the right people recognise themselves in what you made.
Most briefs I receive are not the real brief. The real one is underneath — usually uncomfortable, often avoided. I start from that one. Then we build something that lasts fifteen years, not this season.
