Design without purpose is design without meaning or intention. I believe without a purpose there is no design. To design without purpose is to design without a goal, without an objective or without a target. It’s just design for design’s sake. Not nearly as fulfilling as design with a direction. Without purpose, design is just decoration—aesthetics without true meaning.

Design with purpose is what motivates us to do what we do everyday. It gives meaning to what we do. It gives meaning to our users, and will always be a part of how we approach design.