The thinking behind the design

Sep 8, 2026 | Inside the Studio

The thinking behind the design

I spend a lot of my day looking at a screen. The finished design might make it look like everything just fell into place, but there’s a lot of thinking behind getting it there.

What needs to stand out? What’s distracting? Is there a better way to organize this? Does this actually make sense? Sometimes the smallest design decision gets way more thought than anyone looking at the finished piece would ever know.

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