Steve Jobs ONCE SAID:

Most people make the mistake of thinking design is what it looks like. People think it's this veneer - that the designers are handed this box and told, 'Make it look good!' That's not what we think design is. It's not just what it looks like and feels like. Design is how it works.

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The branding dialog can never begin too soon. Whether you're facing a challenge or looking to seize a new opportunity, a little perspective may be just what you need to change from the former to the latter.


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