About - Hypothesis

Hypothesis;

A hypothesis is a beginning.

A question or a premise which is the basis of discovery. It derives from the Greek “hupo”, meaning under, and “thesis”, meaning placing; which together translates as “foundation”. From science, to philosophy, to design, a hypothesis is made from equal parts knowledge and creative thought. It is from this foundation, that a great journey of creation and innovation begin.

My name is: Kaity

 

I am a designer of many things.

 

I believe that true design transcends mediums, expressions and forms. Design is a multifaceted, multilayered, living organism. Great design does not take on simply one form or another. For design to be truly great, it cannot occupy a confining category such as “Graphic Design,” “Web Design”, or “Print Design.” Rather, it takes on a form which unites these seemingly disparate concepts into one coherent whole.

 

It is with this understanding that I choose to approach design. I operate under the gestalten principle that the whole is greater than the sum of its parts. By uniting the forms of traditional design into a single, multi-dimensional approach, solutions to problems great and small arise from the compilation of many parts into a simple and elegant whole.

Thoughts & Philosophies

On questions & solutions

It is meaningless to know the ultimate answer without knowing the ultimate question. My design process, as my pseudonym suggests, is based upon the scientific method. The method begins, not with a simple question, but with an exploration of the premise of an issue, followed by extensive research to determine what the correct testable solution is to the defined scope and depth of the problem at hand. This hypothesis is tested and examined from multiple perspectives. Variables are calculated and processed. A conclusion is thus rendered which takes into account each and every facet of this process. A conclusion which produces authentic, effective, and lasting results.

On user experience & branding

The power of a brand extends only as far as its effectiveness within its market. Though it may seem simple to quantify modern day digital markets, it is easy to overlook the individual in favor of the numbers. In my view, brand strategy in the digital world is in no way separate from user experience design. For brands to succeed, they must begin their journey to evolution at the very root of what drives them: their end users. From logos, to print design, to apps and websites, user testing in the modern day can reveal crucial details which are often minimized from the perspective of a conference room and a table of computer generated demographic data. Numbers tell a story which is open for subjective interpretation. Users speak confident truths. I invite all of my clients to embrace the power of user-centered design in every facet of their brand strategy.