"Making things disappear" is about quiet aesthetics.
It's about a purification process that holds as a metaphor, the primordial quality of the horizon line; which while simple, has an emotional power that resonates with an unspoken text.
The design starts with clear problem definition at the outset, followed by the deployment of a design language.
Throughout, ideas are tested against a checklist, the VTxT Code as part of an iterative process such that the following is achieved:
- Tight control of design syntax and vocabulary
- Empathy and usefulness for the end user
- Balancing of intellectual with emotional qualities such that the design does not end up being technical