The Dotted Line: Radical simplicity!

It was music to my ears… a client asked me to create a suite of documents that were based on radical simplicity. They were due to spend millions of pounds and wanted to avoid the terrible tick-box contracting that had become their standard practice (they are not alone).

the clean simple lines of an ipod - a square silver device with a donut of black. At the north and south compass points are plus and minus marks for volume and at the west and east are reverse and fast forward.

What would drive the need for radical simplicity?

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