So what do we mean by 'design'? We don’t mean drawing pretty pictures. We mean creating something that inspires. We mean making something that has true utility. We mean solving a need in a truly elegant way. We mean producing something beautiful. We mean delivering seamless, extraordinary experiences—and making it look easy.

MDL’s concept of design encompasses all of these things. We aim to design products that are beautiful and useful; we aim to design new business models that solve real needs. We aim to create inspiring products, services, and companies that are well-designed and make life easier. We do all this through looking not only at design as artefact, but also at design as process and design as system.