Manifesto

Purpose Before Production

I begin every project by asking a deceptively simple question: “Should this product exist?” This is not a rhetorical exercise; it is the first and most important filter every idea must pass through. A product without a clear and justifiable purpose is simply another object in a world already saturated with unnecessary things. If the problem it aims to solve is vague, or the benefit to the user is questionable, I will not move to production no matter how appealing the concept might seem. Purpose is my north star, and without it, design is directionless.

Necessity First

The most sustainable product is, paradoxically, the one that never gets made. When production is unavoidable, I approach it with a responsibility that begins before the first material is sourced and lasts until the product’s end of life. Every decision from choosing low-impact materials to defining efficient processes, simplifying maintenance, and planning for disassembly is intentional. I see sustainability not as an optional feature but as a default operating mode. If a product must exist, it must exist with the smallest possible footprint and the longest possible life.

Systems Before Artifacts

A product is never just a product it is part of a living system. I design for that system as much as for the object itself. This means understanding the consumer’s needs, anticipating their interactions, and building an ecosystem that supports service, repair, and reuse. I consider supply chains, distribution logistics, and energy cycles, ensuring that the object is not isolated from the infrastructure that sustains it. A well-designed artifact without a supporting system is destined to fail; a thoughtful system, however, allows even the simplest object to thrive.

Transparency Over Awe

I resist the temptation to dazzle for the sake of attention. Instead of concealing mechanisms behind a veil of mystery, I reveal them making the inner workings, potential risks, and real impacts visible. This openness fosters trust between designer and user, creating a sense of shared understanding rather than passive consumption. When a user can see and comprehend why a design decision was made, they become an active participant in the product’s story. In my work, transparency is not a constraint; it is a design tool that deepens engagement and respect.

Engineering Meaning, Designing Emotion

Engineering is how I create function; design is how I make people care about it. A product’s purpose is realised through mechanics, structure, and precision, but its place in a person’s life is shaped by emotion by how it feels to use, by the small moments of satisfaction it delivers. I advance archetypes with the MAYA principle Most Advanced Yet Acceptable pushing boundaries while keeping designs intuitive and approachable. This balance allows innovation to flourish without alienating the user.

Design for Circularity & Repair

A truly responsible product is one that can be taken apart as easily as it can be put together. I design for modularity, for joints that disassemble without damage, and for materials that are simplified to mono-material where possible. Spare parts should be available and easy to replace, so ownership is an ongoing relationship, not a countdown to disposal. This approach aligns naturally with EU right-to-repair and ecodesign principles not because regulations demand it, but because good design should always anticipate its own renewal.

Honest Materials, Honest Forms

I let materials speak for themselves. If something is metal, it should look and feel like metal. If it’s wood, its grain should be visible, its texture present. I avoid disguising a material as something it is not, because trust begins with authenticity. Form emerges from function, and textures and finishes should tell the truth of a product’s construction. When a user can sense that nothing is hiding, the connection deepens not just to the object, but to the maker’s intent.

Shape Behavior Responsibly

Design is a powerful influence on human behavior. Every curve, every interface, every affordance subtly guides how people interact with a product and by extension, the world around them. I accept this influence as a responsibility, not a marketing trick. My goal is to create designs that empower users with choices, foster awareness, and avoid manipulative nudges that serve only the brand. If a design shapes behavior, it should do so in a way that benefits both the individual and the community.

Collaborative Responsibility

Sustainability is not the work of a single designer; it is the shared mission of everyone involved in bringing a product to life. I work side-by-side with manufacturing, sourcing, testing, compliance, and communication teams to ensure that the principles established at concept stage survive all the way to industrialization. Every stakeholder has a role to play, and when collaboration is rooted in shared values, the result is a product that stands by its ideals in both design and execution.

Measure, Learn, Improve

Every design begins as a hypothesis: this is the right form, the right process, the right balance. But no design is beyond improvement. I measure impact through Life Cycle Assessment, clear KPIs, and user feedback and feed those insights back into the process. This creates a continuous loop of learning and refinement. Waste is reduced, performance is enhanced, and the product evolves in response to the real world, not just the designer’s vision.