Good design feels inevitable. Like it couldn’t have been done any other way. It’s something you innately see and instantly know feels right. The best design is the least design possible.

I often tell clients, especially those with packaging projects, that we are flooded with a “sea of same." Everyone’s referencing each other until everything blends together. Most brands want to replicate rather than create. By doing this, you immediately lose your authenticity and originality. Why do something that’s already been done, when you can create something that’s never been done?

Intent. You can feel when something was built with purpose versus just trying to fit in. A lot of brands chase growth, profit, and approval so hard that they lose themselves. You can see it immediately.

If the foundation is real, it shows. If it’s not, that shows too.

Kheffy is 1 of 1. He’s grounded, open-minded, and fun as hell. He sees the bigger picture and understands where I’m trying to take something creatively. I push the edge, and he helps bring it to life in a way that actually works.

We have incredible synergy. Like another brother. I’m proud to have him on the team, and to call him my friend. A rare find.

A classic, smooth latte. Preferably hot. If there’s a banana topper option (real bananas please!) then I’m sold. Kheffy knows all the good spots when I visit and work with him in California, and best believe we can put down some coffee, haha.

Anything that feels new or unique. It doesn’t matter the medium. If it breaks the pattern and is original, I’m paying attention.

I’m really drawn to the tangible aspects of design. Print, packaging, things I can hold in my hand and obsess over. I’m the crazy cat lady, but instead of hoarding cats, I hoard boxes of zines, packaging, design books, art, skateboards, and shoes. Anything that has inspired me in the smallest way, I keep. You never know when you'll reference it or what will inspire the next project.

When there’s nothing left to question. It just holds. However, if you’re building a brand, a product, or anything you want to exist forever, it’s never really "done".

Building something to live forever is like growing a jungle from seeds. You’re with it forever. You’ve now entered the realm of constantly feeding the beast. This is the hard part, and where most people and brands stop. You gotta push through.

There is beauty in the struggle.

With design — Spacing. If it’s off, everything feels off. Out in the world — people who take phone calls on speakerphone in public. Nobody wants to hear that shit. Really, it’s just people oblivious to their own surroundings.

Good follows what’s working. What lasts creates its own lane. Most brands are built to sell. They hide behind messaging, but the goal is simple — take as much as they can. Over time, that shows, and they lose what made them real.

The ones that last stay true to what they believe. They don’t chase, they build.

I’m a big breakfast guy. I could eat it 3x times a day and be happy forever. Every Saturday my dad would make us crepes for breakfast. We’d throw on butter, powdered sugar, some blueberries. And served alongside some over-easy eggs and bacon.

And of course, fresh coffee. Do not forget the coffee...

Vision. Seeing what something could be before it exists.

I can also find common ground with almost anyone. I’ve learned that listening builds trust faster than anything else, and that’s opened a lot of doors in unexpected places.

I’m also not afraid to say what others won’t. If something’s off, I’ll call it out and offer a better direction. People don’t always want to hear it in the moment, but it usually lands.

Building things that don’t look or feel like anything else out there. When everyone is going right, I wanna go left. I want to be known as the guys not afraid to take chances. I think our approach as a duo is disruptive and that we’re always striving to push the creative needle.

We aren’t for everyone, but the right people will hopefully see this, and say:

"Yep, those are our guys".