By Shalotte Sugathan
My 4-year-old has quite the practical sense of humor. To her, the gym is the ‘exercise shop.’ It makes sense in her world – after all, she’s grasped the human need to shop for everyday things like groceries, books, toys, clothes, and shoes. So, why not for exercise?
This simple, intuitive understanding is a reflection of how her young mind processes the world, breaking things down to their simplest, most digestible form.
This ability to simplify complex ideas is something we tirelessly strive for in our own work. At our practice, we believe that simplicity is a continuous process of refinement – in order to get to the core of what truly matters. It doesn’t mean stripping things of their meaning. It’s about balancing clarity with nuance, making sure the essential message shines through while still offering layers of meaning for those willing to look closer. Just as my daughter’s description of the gym holds a certain logic and wit, we believe communication can be both simple and nuanced – beautiful in its clarity.
In our fast-paced world, where we’re constantly seeking to say more, do more, and show more, perhaps we can all learn something from the way a child sees things.
Shalotte Sugathan
Co-Founder and Principal
Zero-G Design
Zero-G Design is a branding, design and digital marketing consultancy.
We use the combined power of business innovation + design + technology
to help businesses get noticed and achieve rapid growth.