Function over all.
I was raised in North Carolina and spent countless afternoons watching my dad, a master wood worker, sketch plans and build furniture for our home. Here, the seed of functional design was sowed. I try to approach every project as he did, first recognizing the underlying function of an object because it will directly determine the design and process. To me, design should be dedicated, above all, to achieving its functional purpose or maximizing the solution to the problem at hand.
Is it timeless?
The great designs of the world are enduring. Face it, rebranding is an expensive and torturous pursuit. One goal here: create designs that have a spine; David to the Goliath of ever-changing digital media. As dad said, 'boy, measure twice, cut once.’