Five questions we ask before we design anything, and why the answers matter more than moodboards.

Where it starts

Every project begins with a stack of references, a blank grid and a few rules we try not to break. The rules change from project to project. The habit of writing them down does not.

We keep the first round small on purpose. Fewer options make for better conversations, and better conversations make for better work.

What we learned

Constraints are a gift. When we take something away, whether that is color, a typeface or a second light, the work gets clearer. The details start doing the talking.

If you are working on something similar, write to us. We like comparing notes.