If you know exactly what you’re doing, you’re not creating — you’re repeating. Experience can be a beautiful curse. After 25 years in this field, I’ve learned how easy it is to hide behind what you already know. You get faster, smoother, safer — and slowly, you stop being dangerous.

The design is more than beauty; this is what I use when I describe good branding that is easier to understand and has everything I want to say in it.

For some, it's funny; for others, we have to live with it. My last name is special and has a nice translation to sack.

A logo is built to endure. It must move seamlessly across old media, new platforms, and whatever comes next. As simple as that. 

Passion is great, but please don't link it with your work. Please don't say you are passionate about design; you should be passionate about life, not your work.

Every project begins with trust. Behind every brand we work with is a person — someone with vision, doubt, hope, and ambition. Design, for us, starts with listening. It’s not only about creating; it’s about understanding.

Redesigning is one of the hardest design jobs you can think of. Incorporating the legacy of the existing brand is a demanding job where only years of experience can help you solve it.

We tip for almost everything—meals, cab rides, drinks... It's a small but meaningful gesture that says, “I see your effort. I value your time.” But in the world of design, tips or extra appreciation are rare things.