The Kiteworks

Design is about the understanding of language. It is about taking that language, and giving it authority. It is about seeing that the message is implied to all design disciplines. Like all great messages it is nearly always simple. Simplicity being as it is, needs to be professionally managed. The difference between ten and five centimeters being a mile in perception. Most individuals are much happier when they are made aware of what they are part of. Designing an interior CI for any company, is to immerse and stand away. Design is about the understanding of language. It is about taking that language, and giving it authority. It is about seeing that the message is implied to all design disciplines. Like all great messages it is nearly always simple. Simplicity being as it is, needs to be professionally managed. The difference between ten and five centimeters being a mile in perception. The process of design is all about experience. Of harnessing that experience to an undoubted talent. And attached to these must be passion, for this is instantly recognisable as irresistible. What a company must posses is an instantly recognisable language. It should speak that identity, without obvious signals such as signage and the like. It is where underplay can be as important as overplay. It should be in every item that is part of that company, whether it be furniture or letter heading. It should be understood in the day to day philosophy of selling the brand. If there is not an implicit message, then it is up to the various designers involved in the day to day running and massaging of the business, to clarify that identity. If it is clear to all in that company, then the procurement of individual items, becomes a much simpler process.