We believe that there should never be a compromise between aesthetical design and function.

The two do not compete with each other and indeed should complement each other. Without well thought out function, great design will go to waste; and without great design, all the content and efforts for functionality will be enormously de-valued. The two must go hand in hand in order create a synergy where the sum of aesthetics and functionality is greater than the parts. The two are not mutually exclusive but rather should elevate each other.


We believe that design must be functional and functionality must be translated into visual aesthetics.

This should be achieved without relying upon overused trends and gimmicks. If it has to be explained, either the design or functionality (or both) are lacking.

The function of design is letting design function in both a visually pleasing and a functionally practical manner.