The world is noisy — a reflection of our collective thought process. For designers, this chaos is difficult to live in. Designers seek to bring structure and purpose to their surroundings. In an attempt to understand the overwhelming complexity of the material world, they recreate it piece by piece according to their spiritual ideal. The creative soul, guided by the conscious and subconscious forces of reason and intuition, is compelled to answer two fundamental questions: "Why?" and "How?" For Arvid, the "Why" is: Life is beautiful, and to fully connect with it, one must observe and create. The "How" is: through clarity, consistency, and quality.