The Essential IdeaAt the core of all projects, lies a compelling idea – the point where one arrives through the art of elimination. Context as UnderlayThe clues to the process are drawn from the many layers that frame the context – real and conceptual. Purpose; not FunctionGood design as a consequence of concerns that venture beyond the ‘problem stated and problem solved’ loop. Reflection and IterationLooking back to look forward – nothing is complete and nothing is perfect – refinement through repetition. Process-DrivenOrganised thinking and a method with conviction yields better outcomes than sparks of arbitrary genius. FrugalityIf it can be done with less, there should not be a case for more: a constraint prompts deeper design thinking. Systems-Thinking An idea that can be scaled; a model that can be repeated: the process as design and the design of the process. MakingCrafting, assembly and construction at various scales to consistently look for better ways of production. DrawingA consistent process of thinking through drawing, printing, model-making, and visualising through graphics. IntuitionThe design process strives for structured logic – a strategy. Yet, we yearn for an intuitive grasp. Beauty in the OrdinarySimple, clear, obvious and unambiguous: the significance of finding contentment in the form of everyday-ideas. EnduranceProjects and thoughts that outlive their immediate and obvious use in service of a greater agenda and purpose.