Our design process has evolved over the years. We now take a more strategic approach to our design solutions – identifying the takeaway messages for each audience and then determining the best way to deliver that message. Simon Senek’s Ted Talk, Start with Why got us thinking about how to structure the messaging in our designs. The idea that “people don’t buy WHAT you do, they buy WHY you do it” helped us organize the way we present messages and the mediums or presentation techniques we use to deliver them.