Singularity Concept

Often, when clients come to me, they think they're looking for a simple design job.

But for every design decision, it needs to be driven by an enormous amount of context. Business and product vision, discovery, brand positioning, strategy and definition, market and user research - you name it. This process is a long journey, a search for identity, the age old human experience that drives all of existence, from the ancient narratives of Homer's Odyssey to Spiderman's constantly rebooted saga.

Who am I? More important, who am I to my audience?

Sometimes, we can simplify the question to what are you all about? Truly?

A client came to me thinking they were working on an ecommerce platform and start up but soon, we easily discover their fresh vision is that of a social one - ecommerce driven by influencers. The core essence that drove every decision in strategy and design, and from thereon in, in every business decision revolved around community building. Further definition of keywords and phrases became our mantras.

Another client created a product that seemed to get too close for comfort to Google Maps, Yelp, and a whole other landslide of competitors - thinking they were a B2B app, wanting to help businesses, service providers, parking spots, events promote locally, diluting their app with separate features. And they believed adding AI and personal assistant features to it would set it apart. Where would these users come from and who would promote on a platform without users? When I asked what was the true pain points and need users had, and what was the client's true passion, we discovered the city was opaque. What was happening in that building? Why are there so many people there? What events are happening around me? Where's the nearest bathroom? Who's the nearest electrician or plumber? What promotions and sales are going on around me? Through research, we backed up our hypotheses and centered around our core values. In the end, through design strategy, I streamlined the entire multi-layered diluted app into one single idea.

One single idea. The core essence that drives everything and rallies hearts behind you.

This single idea not only built a brand, a trademark name, a competitive advantage, but simplified the user experience and development efforts into one single functional and practical point, easily understood for everyone, stakeholders, businesses, developers, designers, audience, users, and beyond.

This is the Singularity Concept.

What is that one single convergence point, where everything makes sense? That single pin point where the Big Bang and the entire universe originated? That gravitational mass so immense it warps space time and numerical values turn infinite?

This singularity that drives every aspect of your business, your brand, your product, your experience, and everything that goes into it. The core essence that is not just messaging, values or some abstract idea, but is extremely practical in creating your universe. This singularity that's so simple, so powerful, that your consumers and community will rally behind it.

This is what I endeavour to find in every project and with every client. It will be a collaborative journey.

Come find your singularity with my team and I.

Often, when clients come to me, they think they're looking for a simple design job.

But for every design decision, it needs to be driven by an enormous amount of context. Business and product vision, discovery, brand positioning, strategy and definition, market and user research - you name it. This process is a long journey, a search for identity, the age old human experience that drives all of existence, from the ancient narratives of Homer's Odyssey to Spiderman's constantly rebooted saga.

Who am I? More important, who am I to my audience?

Sometimes, we can simplify the question to what are you all about? Truly?

A client came to me thinking they were working on an ecommerce platform and start up but soon, we easily discover their fresh vision is that of a social one - ecommerce driven by influencers. The core essence that drove every decision in strategy and design, and from thereon in, in every business decision revolved around community building. Further definition of keywords and phrases became our mantras.

Another client created a product that seemed to get too close for comfort to Google Maps, Yelp, and a whole other landslide of competitors - thinking they were a B2B app, wanting to help businesses, service providers, parking spots, events promote locally, diluting their app with separate features. And they believed adding AI and personal assistant features to it would set it apart. Where would these users come from and who would promote on a platform without users? When I asked what was the true pain points and need users had, and what was the client's true passion, we discovered the city was opaque. What was happening in that building? Why are there so many people there? What events are happening around me? Where's the nearest bathroom? Who's the nearest electrician or plumber? What promotions and sales are going on around me? Through research, we backed up our hypotheses and centered around our core values. In the end, through design strategy, I streamlined the entire multi-layered diluted app into one single idea.

One single idea. The core essence that drives everything and rallies hearts behind you.

This single idea not only built a brand, a trademark name, a competitive advantage, but simplified the user experience and development efforts into one single functional and practical point, easily understood for everyone, stakeholders, businesses, developers, designers, audience, users, and beyond.

This is the Singularity Concept.

What is that one single convergence point, where everything makes sense? That single pin point where the Big Bang and the entire universe originated? That gravitational mass so immense it warps space time and numerical values turn infinite?

This singularity that drives every aspect of your business, your brand, your product, your experience, and everything that goes into it. The core essence that is not just messaging, values or some abstract idea, but is extremely practical in creating your universe. This singularity that's so simple, so powerful, that your consumers and community will rally behind it.

This is what I endeavour to find in every project and with every client. It will be a collaborative journey.

Come find your singularity with my team and I.

Have a project in mind? Let's chat.

Fill in the form below, or shoot me an email at steve@tkdesign.ca,

Have a project in mind? Let's chat.

Fill in the form below, or shoot me an email at steve@tkdesign.ca,