Understanding begins with perception. One of the main characteristics of our work at Waidmann/Post is to give perception a clear structure from the outset. A structure which allows things to be understood quickly. This starts with the initial concept and culminates in the idea being given its final form.

It is a classic view of the purpose of visual communication: taking complex content and moulding it in such a way that it can be understood directly; no matter whether company profiles, exhibition stands or book layouts etc. – in each instance, complex, manifold content has to be given a comprehensible structure, packing it into a clear design.

It would be wrong to merely expect pure functionalism, however. We at Waidmann/Post are aware of our aesthetic responsibilities. Design is omnipresent and requires us to treat our surroundings with care. As simple an act as designing a poster has an effect on the environment we live in. Bearing this is mind, cultural aspects are central whenever we are asked to create something, whether on a small or large scale. Insulting the eye and the viewer's understanding is just as inexcusable as under-challenging them.

Our aim is attention without being pushy, clarity without glaring lights. This requires both perfect craftsmanship and a distinct flair for style. Both can be recognised as added aesthetic value which stems from details, for example typographical care or the discreet sensuality of certain drafts. This can mean formal rigidity, but can also leave scope for more playful moments, depending on the requirements of the job in hand and the options offered by the material. If in doubt, however, less is more: very often the solution to a design problem can be found by reducing the means.

We at Waidmann/Post literally work head to head. We work together, sitting facing each other. This is the only way in which dividing work can lead to synergies. We at Waidmann/Post use our heads, as we know that perception and comprehension are a matter for the mind and that individual design is the only way to stand out from the competition.