We don't do everything the same way we always did it. We just don't.
When I don't know all the rules I'm just wild.
Design exists to serve some purpose.
Identities are the beginning of everything. They are how something is recognized and understood. What could be better than that?
Creativity has to do with what came before you immediately, not what came before you a long time ago.
I find that I'm at my least creative point when I am doing something that I've done in repetition and I know all the rules - I never break the rules because I know them.