Beyond aesthetics: the heart and soul of design

Design is at the core of what we do, but it’s so much more than just making shit look dope.

It’s the meticulous process of finding the most efficient way to bring creative ideas to life.

It’s meeting client needs and then asking, “How can we take this even further?”

It’s the satisfaction of sharing knowledge, getting everyone on the same page, and seeing a “brand” the first time.

It’s the challenge of telling a story that’s never been told before, and the excitement when it finally clicks.

It’s asking the right questions at the right time. Discover the truth timely.

It's a battle in our minds between art and function, creativity and practicality.

It’s about thinking through every scenario that could make or break a user’s experience.

And it’s always about learning—getting excited about every half-baked business idea, staying humble, and immersing into the unknowns.

I wrote this late at night after noticing the team still jamming in Figma at 10 pm, driven by that same passion.

So when someone asks, “Oh, so you make logos?”—my jaw just drops.