_ In and of itself _

  Culture is changed by design, and design by culture. There are things that look ‘right’, and others that don’t. We notice the mistyped word, the straight quote, the lousy kerning. But then, the paradigm shifts. An illuminated manuscript and a dime-store novel are both books, but neither would look right to someone accustomed to the other. The challenge of breakthrough design is in doing it with intent. To deliver more, not less of the change you seek to make, the leverage you seek to provide. To do the work with knowledge and care, not laziness or haste. There’s an internal consistency to breakthrough design. It’s of itself, it reflects the intent of the designer. Copying the status quo is easy, commodity work. Creating a new paradigm, one that resonates, is the real work the designer seeks to offer.