Aaron draws inspiration from the greatest Designer, the creator of the heavens and the earth, marveling at the everyday beauty around us. His work is sharpened and guided by the amazing design mentors he’s had throughout his career, and he finds refreshment and guidance in studying design industry icons like Michael Bierut, Dieter Rams, and Bruno Munari.

Aaron emphasizes experimentation and exploration in the design process, appreciating how they encourage him to think beyond conventional boundaries, push web capabilities, and consider the emotional impact of his work. This includes knowing when and how to break the rules, understanding that while design systems and visual identities are necessary, leaving them unbroken results in stale work stuck in mediocrity. He designs for the customer while pushing experiences to new places, ensuring they are intuitive, impactful, and sometimes just fun.

Along with hustle and discipline, Aaron believes failure is key to success. He embraces failure rather than fearing it, understanding every project requires navigating through the valley of complexity before reaching the mountain tops of simplicity.

As David Bowie once said, "If you feel safe in the area you're working in, you're not working in the right area. Always go a little further into the water than you feel you're capable of being in. Go a little bit out of your depth, and when you don't feel that your feet are quite touching the bottom, you're just about in the right place to do something exciting." Aaron embodies this mindset, knowing that pushing beyond comfort zones fosters true innovation.

It’s paramount to strive to do great work and be great to work with, and then seek to surround yourself with talented people who are great to work with—this approach leads to incredible results. Don't hold your ideas too precious; celebrate the work of others more so than your own, and remember you are your greatest advocate, so speak up and share your ideas.