But the title states more than the obvious subject matter of this site. It also speaks of a design philosophy of simplicity, accessibility and utility.

It's not about the easy way out. More often than not, reaching the obvious solution requires a lot of thought and consideration. The project has to begin with communicating with the client so that their goal is clearly understood from the beginning of the design process.

Designing obviously isn't about hitting the audience over the head. It's about clever design that catches their attention and makes them remember the message. It's about designing with function in mind so that marketing materials are tools that serve a client's business.