We define design as...

Dissecting ubiquity.

Remaining curious to the obvious

Managing complexity.

Mapping our contemporary infrastructure in order to reveal opportunities

Introducing proposition.

Changing from within rather than shouting from the outside

Abandoning the individual.

Sharing our mind, sketchbooks and hard drives

Spreading enthusiasm.

Not fearing radical optimism

Bridging disciplines.

Widening the scope of design by integrating complementary perspectives

Embracing diversity

Accepting different solutions in order to distill wisdom from their shared mindset

Materializing opportunity.

Condensing wild ideas into applicable products, tools and models

Responding to challenge.

Acting by both thinking and doing