Summer Teal Simpson Hitch

Standards: Keep it Simple


“The road to hell is paved with adverbs.”

- Stephen King, On Writing

Stephen King knows all too well the power of a solid punch. Flowery language is a thing of the past; today’s writing is succinct and direct.

The majority of the editing I do at Focus Lab centers on stripping out anything that confuses or diminishes the message. I write with the mantra that less is more. And that complements our design style. Nothing should pass our desks without particular scrutiny, the simplicity litmus test. What does that word or design element add? What is superfluous? What is standing in the way of a design or a message that is memorable and everlasting?

We challenge ourselves daily to deliver the most essential elements of design and communications. But our standard of Keep it Simple pervades every aspect of our company culture and business strategy. Because simplicity enhances trust, communication, understanding. It conveys calm confidence. And more often than not, simplicity ensures success.

“Perfection is finally attained not when there is no longer anything to add but when there is no longer anything to take away, when a body has been stripped down to its nakedness.”

- Antoine de Saint-Exupery

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