To create and visualize new ideas in the service of larger ideals, to communicate with clarity and respect, and to maintain the highest standards of personal conduct and craftsmanship.
The world is noisy — a reflection of our collective thought process. For designers, this chaos is difficult to live in. Moved by feelings of indignation and self-preservation, designers seek to bring structure and purpose to their surroundings. In an attempt to understand the overwhelming complexity of the material world, they recreate it, piece by piece, according to their spiritual ideal.
This creative soul, guided by the conscious and subconscious forces of reason and intuition, is compelled to answer two fundamental questions: "Why?" and "How?" For Arvid, the "Why" is: Life is beautiful, and to connect with life, one must find and create beauty. The "How" is: with clarity, consistency, and quality.