Erwin HinesAssociate Creative Director

Traditionally designers have been thought of as makers of beautiful things and translators of strategies, but I have always thought this to be a limited view of design. For me, it goes far beyond aesthetics and translating strategies. Design is humanistic, we are creating things that people touch, look at, and listen to. We are shaping people's perceptions of the world...

So, as designers we have a responsibility to create meaningful systems that bring heightened delight to human experiences. This might mean integrating technology and using specific visual treatments, but it starts with human needs and desires.

To accurately articulate those needs and desires, we must have an understanding of social trends, political trends, economic trends, and how they influence one another before we start to think about a solution to a problem.

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