My personal design philosophy is that design should be flexible. In other words, there are no rules. The thing that makes design a necessity and not just a luxury is the fact that it springs out of our very basic, primordial need to communicate as human beings. Since we are always caught up in the conversation between different economies, institutions, faith-systems, identities, and cultures, our communication must be flexible enough to navigate this sometimes overwhelmingly diverse topography. In other words, design needs to be able to converse cross-culturally. The colors we choose, the way type is treated, the decision to employ certain kinds of illustration or photography must always be appropriate for the time and the place where the visual message will be disseminated.