With the new year comes new ventures. Mine shall hence forth be called Theory + Craft. As with the start of this blog I felt just arrogant enough to think that I had something legitimate to contribute to the creative world. The idea is to reintroduce the notion of mid-century design generalization to the masses. We cast off the contemporary idea that one must be specialized in a single skill set. Once upon a time a designer who could create a chair could dream up an airplane. With each project the context for design shifted but the motions remained the same. Now we are staunch with defining our roles, “I design furniture, just chairs.” or “I’m an architect and I don’t do interiors.”

Theory and Craft is a design firm invented to handle our clients’ needs in a holistic manner. To test this out in the next few months we’ll be launching a brand renovation project, a documentary on a team at this years Tour de France, and providing image consulting. Specialization is so yester-decade.

Hello Renaissance.

Extra Credit: Big thanks to Collin @ Quickleft.com