THIS YEAR I WILL TRY NOT TO was born out of frustration, complacency and laziness. Most designers are seduced by design trends. They’re easy to appropriate, and even easier to imitate. The challenge is to innovate. To be new. We decided the best (and most enjoyable) approach was to identify and document the most common trends we felt we had to avoid. Before long we found ourselves with a checklist of DON’Ts and a new aim:
to try to be new. We may fail, but we will try.