Bang & Olufsen x HP – Amplify creativity

When you work with text, the possibilities are dictated completely by the meaning of that word and that kind of like pushes you to find your way through that meaning visually somehow and that takes you to many different places. The discovery process, which is what you are addicted to as a creative, just like finding something that I haven’t done before, and that I’m excited about… It’s amazing. That’s what drives me the most. It’s not about making beautiful letters, it’s also about creating a feeling that goes beyond the image and the meaning of a word. And I think what ties it up is fun. You want to really just enjoy every process.

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