When you’re a minimalist, everything you do matters. What we put in, what we don’t. Every little thing is scrutinized. Our intentions are clear. But shouldn’t all design be that way? If it doesn’t serve a purpose why is it even there? With all the clutter, noise, and general onslaught of visuals that we encounter every day, shouldn’t they all have some sort of meaning? If they don’t, what are you contributing as a creative? Are you looking for discourse, confusion, and chaos? Should our clients, and their customers have to struggle to understand what it is we are trying to say? What is design if not a form of communication. And to this creative, nothing is more clear.