We need a critical approach to design, for durable value.

With runaway AI hype, shiny pixel obsession, burnout-inducing velocity, cross-functional dysfunction, and metrics myopia it’s time to be critical about the purposes & methods of design – and what is being designed.

Our approach is to apply critical lenses to unleash radical insights with a distinctly humanistic vibe – that can’t be encoded. First principles, ethical values, rhetorical methods, systemic impact, and more...

It’s design leadership with a provocative spirit to spark possibilities, not simply give what is demanded to appease an investor or ship code for a deadline. This is a bold experiment. Let’s prototype our way
forward, and keep learning!