KAYO books in San Francisco has discovered a wonderful way to make a very ordinary storefront feel lively and inviting. A lot of good thinking and a little work makes the store stand out on a street where a lot of signs compete for your attention. The design works because the designer decided to stand out by thinking orthogonally.
Are you designing anything? If so, take a moment to think of a really simple way to make your design stand out from the pack. Is there a way your design can be "orthogonal" to its competitors?
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