To me, design is a frame.
A frame is something you craft according to the specifications dictated by a certain piece. Whatever the piece may be – a rennaissance painting, a certificate celebrating success, a message containing valuable information, a company’s identity, a customer’s experience –, the frame must not change the nature of what it holds. Its sole purpose is to amplify the commendable, most important parts of its beneficiary while knowingly keeping out of the spotlight. It is a device of service, a way to improve the quality of everyday life with the goal of shared well-being. A good frame allows for beauty to fully present itself.
Nothing will ever look good in a bad frame.