Simple is Enjoyable 

Especially with digital products, things get cluttered and bloated very easily. So there’s a lot of diligent work involved in making and keeping things simple. We strongly believe it’s worth the effort. People love well crafted products that work and feel well; products that don’t make you think, but make you smile. To get to this point we need to play with a multitude of ideas and materials, looking for new connections. But because we’re aiming for wonderfully simple things, anything that’s obtrusive or non-essential will have to be stripped away again.

A design process where extensive exploration is coupled with strict elimination is where the magic happens.

In order to know whether something fits well, you need to try it on and use it for a while. So we keep our minds open to new ideas from all sorts of directions, but after we’ve considered them for a while, we practice saying no to everything except what turns out to be truly essential, or substantially better than what we started with.