34.0698° N, 118.3491° W
La Brea

Everything should be made as simple as possible,
but not simpler.

— Albert Einstein

I have always been seduced by simplicity in design where every design element serves a function. It’s in that simplicity that the design becomes invisible, where the design becomes so graceful, so elegant, and so balanced that it transcends time and feels like it’s been there all along.

The business of design is one of constant editing. Good design is a result of a detailed discipline that eliminates the superfluous and brings order out of chaos. It is the desire for that simplicity that inspires me every day.

It is that innate sophistication and intellectual elegance that I strive to emulate and apply to each and every project. It is that yearning to make everything as simple as possible but not simpler.

— Christos Joannides, Creative Director