K.I.S.S

Have you ever learned something that you couldn’t stop thinking about? Maybe it’s the correct way to pronounce a word, a melody you can’t stand, or—if you’re like me—a design concept. Recently, I developed a habit of studying great design studios from around the world. I’d analyze their work, looking for what sets it apart from my own. This practice revealed several areas where I could improve, but one realization stood out: the power of simplicity

The designs that struck a chord with me were breathtakingly simple—so simple they almost felt effortless. I mean, really stupid simple. Whatever you’re picturing, it’s probably even simpler. These designers somehow created work that was creative and impactful with the lightest of touches, like a pianist playing a spacious melody that pulls at your heartstrings.

As a musician, I’ve seen this time and again. It’s not the ferocious guitar solo I’ll never be able to play that gets stuck in my head. It’s the simple melody—the one I hear on the radio once and can’t get out of my mind. Of course, I still love a great solo, but there’s an undeniable skill in doing so much with so little.

This concept feels new to me. My designs have often leaned toward the chaotic—textures, text, and images all smashed together. And while I love that aesthetic, I’m ready to step into something new. I want to command attention with the smallest of movements, like the pianist who chooses each key with care. Every press matters: the pressure, the length, the note. It’s these small details that leave a lasting impact.

I want to bring this same intentionality to my design work. Logos, layouts, identities—whatever the project, I want to create something so simple, you won’t forget it. Designs that feel obvious in hindsight, yet are undeniably creative. It’s a journey I know I won’t master anytime soon, but I’m excited to approach my work with this new perspective.

I applied this philosophy to a recent project: rebranding Collect & Contrast. The goal was to transform its old identity into something simple, bold, and creative. This process energized me, offering a glimpse of what’s possible when simplicity is at the core of a design.

As I continue to grow as a designer—and as a person—I’m eager to keep building this perspective. To create designs that seem effortless but are anything but. To make something worth remembering.

So, the next time you’re stuck, remember: keep it simple, stupid.