On the Necessity of a Strategic Veto.
Not every project is a good project. Some are a problem.
In the design world, we often pretend that every commission is a blessing. We optimize, we polish, we deliver. But there is a line where design stops being a solution – and starts being an accomplice.
The “Tobacco Playbook” of the 1960s was no footnote. It was the beginning of systematic disinformation. The principle: sow doubt. Because those who doubt, do not decide. Those who do not decide, do not act. And those who do not act, allow themselves to be led.
This is not a design flaw. It is intent. I have made a clear decision for myself:
I don’t work for assholes.
Not as an insult. As a filter. In a design context, an “asshole” is a client whose claims and actions do not align. I categorize them into three types:
1. The Inconsistent
They speak of growth – and build on manipulation.
I have worked with companies that sell “potential” and “development” to the outside world. On the inside, however, the interface was intended to specifically amplify fears: artificial scarcity, oversized call-to-actions, psychological pressure.
That is not optimization. That is manipulation. If your product only functions because you corner your users, the foundation is wrong. I ended the collaboration.
2. The Soulless
They call it an MVP – and remove everything that creates meaning.
What remains is a functioning skeleton. But nothing that connects. No stance. No feeling. No reason to return.
A product without a soul is a commodity.
I don’t work on projects where design is “added at the end.” If you only want function, you don’t need a Creative Director. If you want relevance, design starts at the beginning.
3. The Instrumentalizers
They want design as a tool for influence.
I do not work on projects aimed at distorting perception or calculatedly steering opinion. Design has power. And I decide who I give it to. Design is not a trick.
Good design builds trust. Bad design exploits it.
The Standing
I do not optimize poor foundations. I build new ones. And if your business model requires deception, you don’t need a designer. You need a different business model. I decide to whom I lend my expertise.
Because in the end, design is not just what you see – it is what you stand for.
Let's create something meaningful together
I love what I do - for me, design is less of a job and more of a calling. That's why I enjoy working with ambitious individuals and mid-sized businesses just as much as I do with global players. If you bring that same passion to your project, I’d love to hear from you. Let’s find out together how we can take your vision to the next level.
