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101 Design Rules
Design is not what we make. Design is what we make possible.
wearecollins.com • 101 Design Rules
Principles that shape design
A brand is always answering two questions. The first one internally facing: What do we believe? The second, externally: How do we behave? You must remain authentic to yourself, your core values, and what you stand for. If you’re not, people will sniff you out. But your brand must maintain cultural congruence — remaining relevant to the times, alway... See more
Brian Collins • 101 Design Rules
Never take an unpaid internship. Ever. It is unethical to be offered one, and in many places, it is illegal. But more importantly, what kind of people would refuse to pay you? Oh yeah, really shitty people.
Brian Collins • 101 Design Rules
Experience. Don’t observe.
Inhale. Don’t read.
Transfigure. Don’t shift.
Advocate. Don’t ponder.
Prove. Don’t promise.
Encourage. Don’t cut.
Imagine. Don’t worry.
Do. Don’t analyze.
Hear. Don’t listen.
Show. Don’t tell.
Give. Don’t take.
Inhale. Don’t read.
Transfigure. Don’t shift.
Advocate. Don’t ponder.
Prove. Don’t promise.
Encourage. Don’t cut.
Imagine. Don’t worry.
Do. Don’t analyze.
Hear. Don’t listen.
Show. Don’t tell.
Give. Don’t take.
Brian Collins • 101 Design Rules
Mastery is not gained from intellect. Mastery is not gained from talent. Mastery is not gained from ambition. Mastery is only gained from time and focus applied to your craft over many, many years. Do not conflate it with fame.
Brian Collins • 101 Design Rules
Experience. Don’t observe.
Inhale. Don’t read.
Transfigure. Don’t shift.
Advocate. Don’t ponder.
Prove. Don’t promise.
Encourage. Don’t cut.
Imagine. Don’t worry.
Do. Don’t analyze.
Hear. Don’t listen.
Show. Don’t tell.
Give. Don’t take.
Inhale. Don’t read.
Transfigure. Don’t shift.
Advocate. Don’t ponder.
Prove. Don’t promise.
Encourage. Don’t cut.
Imagine. Don’t worry.
Do. Don’t analyze.
Hear. Don’t listen.
Show. Don’t tell.
Give. Don’t take.
wearecollins.com • 101 Design Rules
Stuck on a problem you can’t solve? Go bigger. Expand it. Make it giant. Do not try to contain it, or simplify it, or reduce it. Make it so large that you can begin to see a new pattern. Solve the larger problem and the smaller one will get solved along the way.
Brian Collins • 101 Design Rules
This sounds horrifying, but I suspect that's exactly why I haven't tried it.
Design is hope made visible.
wearecollins.com • 101 Design Rules
Stuck on a problem you can’t solve? Go bigger. Expand it. Make it giant. Do not try to contain it, or simplify it, or reduce it. Make it so large that you can begin to see a new pattern. Solve the larger problem and the smaller one will get solved along the way.