My journey as a designer began with a deep fascination for the legends of our field. As a young, aspiring designer, I drew inspiration from the groundbreaking work of visionaries like Charles Dawson, Paula Scher, Milton Glaser, and the Vignellis. Their innovative approaches to visual communication and problem-solving laid the foundation for my early understanding of design’s power to shape perceptions and experiences.
However, it was an awakening later in my career that truly transformed my design philosophy. Encountering the works of bell hooks, Paulo Freire, Augusto Boal, Lesley-Ann Noel, and Teresa Torres opened my eyes to a new dimension of design—one that goes beyond aesthetics and functionality to embrace critical thinking, social responsibility, and transformative dialogue.
This journey of discovery led me to develop a design philosophy rooted in three fundamental principles:
”Art rediscovers and reinvents reality. Art is the search for truths by means of our sensory equipment — words, images, and sounds.
Augusto BoalAuthor, Director & Theorist
1. Design as Artistic Rediscovery
Inspired by Saul Bass’s ability to distill complex ideas into powerful visual metaphors and Paula Scher’s fearless experimentation with typography, I’ve come to see design as an artistic endeavor that rediscovers and reinvents reality. As Augusto Boal eloquently put it, “Art rediscovers and reinvents reality. Art is the search for truths by means of our sensory equipment — words, images, and sounds.” This perspective reminds me daily that design is not just about solving problems, but about seeing the world anew and presenting fresh interpretations of reality.
”critical thinking, critical inquiry & critical theory, critical pedagogy, and critique
Dr. Lesley-Ann NoelDesign Educator, Researcher, & Author
2. Design as Continuous Inquiry
The critical pedagogy of Paulo Freire and the product thinking approaches of Teresa Torres have taught me that at its core, design is about continuous learning and questioning. As Torres states, “Product discovery is a continuous process of learning about your customers, your market, and your product. It’s not something you do once and then move on. It’s something you do every day.” This spirit of inquiry pushes us to constantly seek new possibilities and challenge the status quo. As Dr. Lesley-Ann Noel advocates, we must embrace “critical thinking, critical inquiry & critical theory, critical pedagogy, and critique” in our design process. By doing so, we move beyond mere problem-solving to problem-finding, addressing root causes rather than just symptoms.
”When a word is deprived of its dimension of action, reflection automatically suffers as well…on the other hand, if action is emphasized exclusively, to the detriment of reflection, the word is converted into activism.
Paulo FreireEducator and Philosopher
3. Design as Heartfelt Dialogue
Perhaps most importantly, the writings of bell hooks have shown me that design is a heartfelt dialogue. It’s a continuous conversation between designers, users, stakeholders, and the broader community. As hooks states in her seminal work “Teaching to Transgress: Education as the Practice of Freedom”: “The classroom remains the most radical space of possibility in the academy.” This perspective can be applied to design, where our work becomes a space of radical possibility for change and growth.
This dialogue is only truly effective when it combines both action and critical reflection. As Paulo Freire wisely noted, “When a word is deprived of its dimension of action, reflection automatically suffers as well…on the other hand, if action is emphasized exclusively, to the detriment of reflection, the word is converted into activism.” Hooks echoes this sentiment, emphasizing that “To educate as the practice of freedom is a way of teaching that anyone can learn.”
”The engaged voice must never be fixed and absolute but always changing, always evolving in dialogue with a world beyond itself.
bell hooksEducator, Author, Theorist, and Social Critic
This balance of action and reflection is what gives design its power to create meaningful change. It ensures that our work is not just aesthetically pleasing or functionally efficient, but deeply resonant with the needs and aspirations of those we serve. As hooks reminds us, “The engaged voice must never be fixed and absolute but always changing, always evolving in dialogue with a world beyond itself.”
In conclusion, my personal journey from admiring the visual mastery of design legends to embracing the critical, socially conscious approaches of contemporary thinkers has shaped my design philosophy. I now see design as an artistic rediscovery of reality, a process of continuous inquiry, and a heartfelt dialogue. By embracing these principles, we can create designs that not only solve problems but also inspire, question, and transform. This is the true power of design – to shape not just products or services, but to reimagine and reinvent our world for the better, just as my journey has reimagined and reinvented my approach to design.
