You know how personal design projects go. You charge forward at a blazing-fast speed because you’re blessed with an immense amount of inspiration, and then for some reason bam... the process comes to a grinding halt and the doubts start creeping into your head.

This isn’t good enough.
Is this really the best you could do?
Designers are going to pick this thing apart.

And so it went for 6 months. Redesign after redesign after redesign. It was almost a disorder at some point. They could have made an A&E show about me.

Granted, a lot has happened in my life since I redesigned the identity and started to redesign the site. I became Creative Director at Hashrocket, a web design and development consultancy. T&T has changed from a team of designers to a solo endeavor (with Edgar still at the operations helm). And my personal life has changed for the better leading to a more sane work-life balance.

With Thought & Theory being so closely tied to my personal identity it naturally changed over that time as well. The purpose and direction had shifted to more of a launching pad of ideas instead of just a design consultancy. While I still accept client work, it’s a highly selective process at this point and it’s not necessary for the life of the company.

So with this new focus, I finally found a way to break through the constant redesign cycle I was putting myself through. I found something else to concentrate on instead of trivial aesthetic issues. There was something to drive the design forward with purpose.

So welcome to the new Thought & Theory, it’s been a long time coming but in the end it was all worth it.