For us, design does not begin with a colour, a typeface or the question of what happens to be fashionable at the moment. It begins with a much simpler question: What should be created, and why should it look exactly the way it does?

Good design already contains its own explanation. You see something and understand what it wants to be. You pick up a book and sense something of its story before you have even reached the first page. You enter a room and understand the thinking behind it. You look at a product, packaging, a website or a logo and you do not get the feeling that design has simply been placed on top of it. It belongs there.

That is exactly why, for us, design does not mean making something look as pretty as possible. Beauty alone is not yet a concept, and a design does not become better simply because as many people as possible find it attractive. It has to be right. Right for the idea it came from, right for the person behind it, right for its function, its place and the moment in which someone encounters it.

Our own flyer is a fairly simple example of this. KreativSchmëdd needed to be recognisable in it as a company from Luxembourg. That is why red, white and blue. That is why these shapes, this typeface and this layout. Does everyone have to like it? No. It has to suit us and express who we are. And that is exactly the idea the flyer itself puts into words.

A book cover works no differently. We do not begin by asking which kind of cover happens to sell well at the moment or which colour is being used particularly often this year. We begin with the book, its story, its atmosphere, its language and the idea of the person who wrote it. The colours, shapes, typography and images grow from that.

And that is exactly where design does not end for us. A logo is design. A book is design. A website is design. But packaging, an exhibition stand, a piece of furniture, an app, a room, a game or the way information is structured can also be design. Even a process can be designed if it helps people understand something more intuitively or use it more easily. This unusually broad understanding is already reflected in the list on our flyer, from logos and books to apps, furniture and sales stands, all the way to databases, information structures and processes.

That is why we do not begin by separating graphic design, product design, web design or spatial design. We begin by looking at the idea. Because sometimes an idea needs a logo, sometimes a book, sometimes a website, sometimes packaging, a room, a stand, an animation or something for which there is not even a ready-made category yet. Then that is exactly what we develop.

Not so that it looks like design, but so that it feels as though it could never have looked any other way.