"When I started learning about surfboards, I was hooked by the process, the innovation and the discovery – using design and engineering to make surfboards felt unheard of. I was encapsulated by the thinking behind each shape, each feature – why was that board shaped like that? What did it do for the rider? Why was it a better design?"

For some designers, Dieter Rams’ Ten Principles are an absolute list of rules to be followed and for some, Rams himself is the benchmark by which all design, and designers, should be rated. We use these principles at AW - they're the foundation of our design process.

1. Good Design is innovative.

2. Good Design makes a product useful.

3. Good Design is aesthetic.

4. Good Design makes a product understandable.

5. Good Design is unobtrusive.

6. Good Design is honest.

7. Good Design is long lasting

8. Good Design is thorough down to the last detail.

9. Good design is environmentally friendly.

10. Good design is as little design as possible.

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