Article: thinking wrong about design

We've seen plenty of "flexible identities" in recent years, so the unboundary system isn't doing anything new. What makes it interesting is what it says about the design firm it represents-and what that says about the design industry.

Executive Arts, Inc. (aka EAI) is an Atlanta firm whose work I've been following for years-especially since they had the brilliant idea of publishing the Seagate annual report as a set of full-page ads in The Wall Street Journal. They've been very successful, and for good reason. The work is consistently terrific. So why change?

I could have simply asked them, but it was more fun to see what the visual system and messaging would tell me. To make it a little ...

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