Creative process for March 2004 design
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	Stage I It all began with this chair. Really. We love this chair. It's too cool. We could design all day with this chair. So then we had to find the perfect quote to accompany this perfect chair.

	Stage II Thanks to Jack Brubaker, creator of perfect furniture himself, we found just the right quote. Going with the retro-hip theme, we selected a '70s orange and super-thin type. But the composition lacks creative tension and the chair just doesn't get the spotlight it deserves.

	Final Much better—the wider format gives us more room to play with. We cropped the chair slightly differently to create more tension. Orange becomes brighter to make the white pop a bit more. Type also becomes white in order to play off the negative mass of the chair. The type leads you into the chair, whose lines lead you up to the seat, which shoots your eye back over to the left, where it picks up the type and starts all over again. Sassy, cool, strong, and somewhat ambiguous—the perfect package.