Nurturing discovery and insight through design thinking to create artifacts that are relevant for those that actually experience and use them. 
Design is human-centered, objective, and responsive. Design answers to user desires and market needs, informed by stories and narratives. It seeks a balanced solution of logic, usefulness, emotion, and affordability. 
Too often delivered as an additive process of fabrication and appropriation, I see it as a practice of reductivism, an ongoing search for what is essential, and nothing more.
Design is collaborative and inclusive in process, deliberate in its result, and above all, about meaning. 
Joyous. Timeless. Relevant. Reductivist.

George Simons | office  for DESIGN​​​​​​​
Strategy | Design | Curation | Creative Direction