At Cleartrip, We, Designers, not just inspire each other to do better design work, but we also question the process of how we arrive at the best work. One such conversation with my friend, Jaydeep, brought this amazing creative morning talk by Anthony Casalena. 

Minimalism is a process, not an aesthetic
— Anthony Casalena, Squarespace

People often confuse Minimalism as an aesthetic. By finding things that are not entirely functional, but aesthetically simple are not minimalistic. In fact, Real minimalistic items are more utilitarian than conventional designs. The reason is not that of its aesthetics, but the process in how it's designed. Minimalistic designs are end result by diverging from a lot of ideas gathered during ideation and figuring what is truly essential for most use cases. The end result is not attractive or make people go crazy, but rather people find peace in using those things. Muji is one of the remarkable of Japan's Minimalistic design. 

We wanted to make a poster to see how could we represent this quote and idea and we realised Apple's famous iPod Wheel is the end result of a minimalistic design process. By going to their real problem user's were facing and understanding how can they solve it without giving too many confusing buttons or layouts. 

Poster set in Helvetica Neue.