Every designer possesses a unique superpower—an intuitive sense of visual direction. This isn’t something that can be taught; it’s cultivated through years of hands-on experience, crafting designs, making mistakes, and learning from them. It’s a blend of intuition and ethical standards that enables a designer to see what a brand is and feel what it can become.

Personal values and moral principles guide us to judge what is right and what should not be done. In the process, we craft products and services guided by our moral compass, and it usually gets really personal. When all are aligned correctly, we know the final creation reflects our values.

My instinct is one of the most powerful abilities that I have developed as a designer.  I can perceive it clearly, but ultimately, the choice comes down to my feelings—nothing more and nothing less.