Because design decisions are not only a competition of arguments or a checklist of logic. Design is instinct, sensitivity, a kind of quiet intelligence where we see the future. And when it isn’t there, no explanation will ever plant it.

The learning curve of a designer is long—perhaps endless. And that is the beauty of it. Every project is a labyrinth of exploration, tests, iterations, trials, and errors. Each one teaches something new. Each one changes the way you see.

Design ages and becomes old only when it chooses the easy path — trends, shortcuts, and the illusion of relevance. When a brand leans too heavily on what’s fashionable in the moment, it ties its identity to something with an expiration date. Trends burn bright, but they burn fast. They look fresh today and outdated tomorrow. And the moment they fade, the design that relied on them fades with them.

I love to work more than I care about the money. It’s who I am. It’s how I was raised.

What’s the worst thing that can happen to a designer? A project that’s designed — but never realized.

If you know exactly what you’re doing, you’re not creating — you’re repeating. Experience can be a beautiful curse. After 25 years in this field, I’ve learned how easy it is to hide behind what you already know. You get faster, smoother, safer — and slowly, you stop being dangerous.

I love getting paid on the same day as I send the invoice.

If you know exactly what you’re doing, you’re not creating — you’re repeating. Experience can be a beautiful curse. After 25 years in this field, I’ve learned how easy it is to hide behind what you already know. You get faster, smoother, safer — and slowly, you stop being dangerous.

It has happened. There are no more mid-level designers. Only struggling juniors and a few seniors remain—nothing in between.