03 — De-Sign Begins.

Before design becomes shape, color, typography, or interface, something else happens.
We decide what something means.
For me, design begins there—not with decoration, but with questioning assumptions, relationships, and purpose. Sometimes we add. Sometimes we remove. Sometimes we simply look again.
The most important design decision may happen before anything visible exists.
Form is what we see. Meaning is where design begins.

BEHIND THE SPREAD

After years of focusing on what design produces, I became more interested in what happens before form appears. That invisible moment of defining meaning became the starting point for my idea of De-Sign.