WE BELIEVE IN

ELEGANT SIMPLICITY

Focus

Focus is about staying away from things that are not true to the essence. It's important to step back and be conscious of the core intention. This allows more space and time to engage with what truly matters.

Austerity

It's important to refrain from adding elements that are not absolutely necessary. Simplicity is a result of conscious decisions to omit and exclude the superfluous. To avoid chaos and clutter, it is okay to not provide for allpossible affordances as long as the most relevant needs are catered to.

Shibui

Shibui refers to a zen aesthetic principle that balances complexity and simplicity. Shibui objects appear to be simple, but are composed of complex elements that display subtle details. Such a piece of refined aesthetic is unaffected by time and appears elegant.

WE BELIEVE IN

CRAFTSMANSHIP

Attention to Detail

Delight is delivered by paying attention to the little details. How a person feels while experiencing an object can be engineered by giving care and attention to every aspect of the interaction. Elements of surprise trigger interest and make people happy.

Refinement

An iterative process improves the quality and ensures relevance to a constantly changing context. Technology and people's behaviour around it constantly evolve. This creates a need for continuous improvement and re-examination of the original product.

WE BELIEVE IN

DECONSTRUCTION

The why of things

It's essential to understand the 'why' aspect before we get to the 'how' and 'what' of things. When the purpose is clear, everything else falls into place. For this reason, it is good to ask questions and not let assumptions guide decisions.

Singular Intent

In the process of creating elaborate solutions and facilitating complex use cases, it's essential to not lose sight of the single most important intention behind a service or a product. At the heart of every great product is an intention to add value to people's lives. It is important to be aware of this purpose.