• VIEW: Good design is obvious. Great design is transparent.

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  • PROFILE: The best design is as little design as possible.

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  • FOLD: Organic design elevates functional into beautiful.

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  • NOTCH: Design is an exploration of solid and void, of light and texture.

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  • TRANSOM: Extraordinary design provides relief from the ordinary.

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  • INBOX: Balanced design subtracts the obvious and adds the meaningful.

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