Sam Al-Mutawa
"With my background in both advertising and interior architecture and design, I have a unique perspective and method to design work. Although there are various facets and functions of design, at the core they all should embody basic elements and principles regardless of the form or fashion. Design is organizing chaos, Design is unifying the disjointed, Design is making the whole greater than the sum of its parts.
I believe design is one, and therefore I design as one.
Great design should feel effortless but require a great deal of work and planning and preparation. The brand should be able to inform and justify all decisions made with thought and meaning. A brand should ooze from the letterhead and drip from the details. Brands should stand as symbols of quality, reliability and consistency. They should be something to be proud of and something to take pride in for the producer and the consumer.
The strongest, most prolific brands all have one thing in common – their branding and design are collectively considered and inextricably linked. Well-designed brands not only focus on the “who” and the “what,” but also the why, the where and the how. The key to the success of any great design or brand is to first uncover the needs, wants and ambitions of those involved. When consumers, end users, individuals and clients involved are kept at the center of the design process, the intrinsic value of the end result is on brand and authentic, seamlessly functional and aesthetically immersive. This is great design."
-Sam Al-Mutawa