We believe that ‘small’ actions can have big impacts. If design can help to change one person’s life, it can assist world change. Therefore, we believe there is a big responsibility that companies, designers, producers, etc., have when creating ‘stuff’. It is vital to think of the impact of your creation on people’s lives on a micro level, but also on a macro (global) level.

We think the link to mindfulness in design is through the creation of true meaning, where the emotional value is generated through the creation of that meaning.

Design research helps to dive deep into the bigger questions behind the design, such as ‘why do we need this?’ and ‘how can we improve this product, service or activity?’. Once a deep understanding of People (users/ customers), Purpose and Power (impact) has been established, you know you are truly going to design something that really matters.

Emotional design

In our research, we have an ongoing focus on the emotions behind the design and the emotional impact of the design.