Creative director Adam Goldberg has a fairly straight forward approach when it comes to design. “Great design is about what you DON’T do,” he explained in an interview with The Design Kids. “With so many tools, choices and techniques available to everyone all the time, it’s easy for designers to over-accessorize and get bogged down in techniques rather than ideas. Techniques aren’t ideas!”
His messymod series (short for “Messy Modernism”) is a great example of his minimalist approach to design. Influenced by Bauhaus and Miró, Goldberg uses simple shapes and limited color to create stripped-down versions of plants and animals. His illustrations employ geometry, pattern, and white space, creating clever designs that are meant to be hung on your wall.
Goldberg’s messymod series is only one of his many projects. A creative director of TRÜF studio, located in Santa Monica, California, he has worked with clients as big as Adidas, Indiegogo, and DreamWorks. “We’ve been creating brand identities for clients for many years and finally decided to design some stuff for ourselves,” reads TRÜF’s website. “We had no idea that our little design experiment would blow up in the press and social media.”
Check out his successful “design experiment” in the gallery below.