Martin Woodtli is perhaps the most accomplished representative of the new design scene in Switzerland, where the joy of the design process (as opposed to monetary reward) seems to determine the direction of the studios. Swiss designers would rather work for small cultural projects to which they are often connected personally than to fall into the trap of large advertising conglomerates. Woodtli does not subscribe to the silly adage circulated by many of his colleagues about the computer being just a tool; he sees it simply as a process.
Woodtli creative mantra:
1- be program-savvy,
2- sketch first,
3- throw the message slightly off balance,
4- maximalism is ok,