Everything begins with a pulse. SIGNA formed through a refusal to fade into noise. This manifesto functions as the core transmission, outlining the structures, priorities, and principles that guide the work. It is not persuasion. It is simply the operating code behind the signal.
This isn’t about making things pretty. This is war. Design is how stories invade culture, how brands become belief systems, how ordinary turns sacred. Your job isn’t to decorate, it’s to detonate. Every pixel should provoke, seduce, offend, or obsess. If it doesn’t make someone feel before they think, it’s invisible. And invisible is dead.
Taste is just repetition with better lighting, a glorified reflex built from what you’ve already seen. But vision is dangerous. Vision walks toward discomfort, friction, and “this feels wrong” until it becomes unforgettable. Stop chasing what’s acceptable. Start chasing what scars.
Style is a costume designers hide behind when they’re afraid of being original. Your job is not to decorate brands in your aesthetic wardrobe, it’s to give them a spine. Aesthetic is nothing without intent. Forget “signature style.” Speak truth so loud it could only ever look one way.
If it didn’t cost you anything to make, it’s probably worthless. The process should bruise your ego, murder your darlings, and twist your stomach. Pain is the compass pointing you toward real work, the kind that leaves a mark. Comfort breeds mediocrity. Bleed for it.
A logo isn’t a brand. It’s a flag, and behind every flag is a war. A brand is what people feel in their bones, the story they tell themselves when they see your work. Stop making logos. Start building cults. Design for devotion, not decoration.
In a world addicted to scrolling, you have 0.7 seconds to seize attention or disappear. Subtlety is suicide. Your work should hit like a scream in a library — seductive, dangerous, hilarious, or uncomfortable, but never boring. Don’t design for the algorithm. Design for the gut.
You’re not here to take orders. You’re a surgeon with a scalpel made of typography, colour, and conviction. Clients don’t need “options.” They need a diagnosis and a cure. Lead like someone who gives a fuck. If they want a waiter, they can go to Fiverr.
Design by committee is creative euthanasia. The moment you let fear, feedback, and compromise dilute the work, it dies. Great design should scare people in the room. It should force decisions. If your idea survives untouched, it wasn’t dangerous enough.
You’re not making graphics. You’re writing mythology. Design is how tribes form, how people choose sides, how ordinary products become icons. Forget references and trends. Make relics. Make religions. Make people feel chosen.
There’s no middle ground. Either your work lingers like a scar or it gets replaced by a Canva template. Pretty is not enough. Safe is not enough. If it doesn’t haunt the scroll, punch the gut, or echo after the meeting ends, it’s worthless. Design like your legacy depends on it. Because it does.