The Philosophy

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Eco-friendly products are all the rage. People buy brands that help the environment. Or the economy. Or those in need. But what initiates this purchasing decision? An emotionaly-driven thought? A rationally-provoked feeling? Why do we choose one brand of coffee over another? One dress over the next? This model of car, not that?

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EVERY COMMITMENT WE COMMIT TO.

AND EVERY PRODUCT WE PURCHASE.

Are born of an enigmatic struggle between emotions and thoughts. Only when we understand this struggle—the true spark behind human behaviour– can we create powerfully memorable brands.

It is commonly believed that giving in to the heart means surrendering to your emotions...

 

and using your head means obeying the thoughts in your mind.

BUT DO EMOTIONS TRULY LIVE IN THE
HEART AND THOUGHTS IN THE BRAIN?

THE SWITCH. THE DISPUTE. THE DIALOGUE. THE TRADE.

We believe that emotions are felt in the heart. but know that they are triggered by chemicals, like dopamine in the brain. We believe that thoughts are conjured in the mind. but don’t know that the heart has intelligence beyond emotion.

Mainstream scientific thought established the heart as a pump. a combustion engine. a rhythmic chunk of muscle. an organ which follows instructions from the brain. Nothing more.

But when aristotle spoke of the heart as the ‘seat of intelligence’, perhaps he was more accurate than we thought.

Researchers from the University of Arizona and Hawaii published astounding findings; learning and memory that occurred outside of the brain. Heart-transplant patients imported personality traits from their donors. A classical-music-hater became a fanatic. A meat-loving carnivore became a vegetarian. A solemn older man became a playful child. A social-menace became a poetry enthusiast and could finish verses she had never heard before.

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Supporting this, the neurocardiologist, Dr. J. Andrew Armour, among others, discovered that communication between the heart and brain is dynamic. Ongoing. Rich and complex. The heart has around 40,000 neurons with short and long-term memory. It can ponder. It sends more signals to the brain, than the brain to the heart. It can think. It is not merely a pump. Nor the mind’s puppet. It is its other half. It’s spouse. It shares, collaborates, comforts, warns and bickers with the brain. And decisions are born.

With a heart that thinks and a mind that beats, thoughts and
emotions are so closely and complexly intertwined that we can

THE EMOTIONAL WEAVING. THE THOUGHTFUL STITCHING.

The enigmatic yet essential bond between the heart and mind is the golden thread that runs throughout my design work. In two essential ways:

Possessing a passion for design and being conceptually strong is the emotion and thought that I inject in every project. And simultaneously strive to evoke emotions and provoke thoughts in all those who encounter my work.