Black and white design is where we start every project — not as a stylistic preference, but as a structural test. If a mark, layout, or identity doesn't hold in two tones, it won't survive color, scale, or time. Black and white design is the first filter, and for us, it's often the only one that matters.

Vibe coding design is not a shortcut — it's a discipline we've been practising long before anyone named it. We let visual instinct drive technical decisions, the same way we've approached every identity and interface since 2004. When feel and function collapse into a single gesture, that's vibe coding design working as it should.

Unrealized design projects are, without question, the worst thing that happens to a studio. Not the difficult client. Not the impossible brief. The work you believed in completely — refined, presented, defended — that simply never saw the light. We've built 81 logos and collected over 80 awards, and still, it's the unrealized design projects that occupy the most space in the room.

Passion in design gets misquoted constantly — treated as fuel when it's closer to weather. We've spent twenty years watching it ignite projects and abandon them halfway through. What keeps work honest isn't feeling, it's the decision to continue when passion has already left the room. That gap between passion in design and actual commitment is where studios either build something or quietly repeat themselves.

Creative inspiration process isn't something we manage — it's something we survive. The ideas that actually change a project don't arrive through briefs or brainstorms. They detonate. Understanding where ideas come from in design means accepting that the creative inspiration process runs on its own schedule, not yours.

Good design and good clients arrive together — one rarely exists without the other. After two decades and 128 projects in Ljubljana, we've stopped pretending otherwise. The work only reaches its potential when the relationship is built on honesty, mutual respect, and a shared willingness to sit with the hard decisions.

Good design principles are easier to list than to apply — and most lists get it wrong. We've spent twenty years testing what actually holds under pressure: across 81 logos, 128 projects, and judging rooms where good design either survives scrutiny or quietly doesn't. What makes design work isn't a checklist. It's a set of decisions that age well, communicate without effort, and resist the urge to explain themselves.

Design wisdom proverbs don't come from books. They come from the gap between what a client asked for and what they actually needed — a gap we've been navigating since 2004. These twelve distillations aren't motivational. They're diagnostic, drawn from real projects where design wisdom proverbs were the only honest way to say what went wrong, or right.