The Essential Idea
At the core of all projects, lies a compelling idea – the point where one arrives through the art of elimination.

Context as Underlay
The clues to the process are drawn from the many layers that frame the context – real and conceptual.

Purpose; not Function

Good design as a consequence of concerns that venture beyond the ‘problem stated and problem solved’ loop.

Reflection and Iteration

Looking back to look forward – nothing is complete and nothing is perfect – refinement through repetition.


Organised thinking and a method with conviction yields better outcomes than sparks of arbitrary genius.


If it can be done with less, there should not be a case for more: a constraint prompts deeper design thinking.


An idea that can be scaled; a model that can be repeated: the process as design and the design of the process.


Crafting, assembly and construction at various scales to consistently look for better ways of production.


A consistent process of thinking through drawing, printing, model-making, and visualising through graphics.


The design process strives for structured logic – a strategy. Yet, we yearn for an intuitive grasp.

Beauty in the Ordinary

Simple, clear, obvious and unambiguous: the significance of finding contentment in the form of everyday-ideas.


Projects and thoughts that outlive their immediate and obvious use in service of a greater agenda and purpose.