Criterion is a position.
Not a style.

It defines how I observe, decide, and build.
In work, and beyond it.

I approach design as a system of choices.
What stays.
What is removed.
What carries weight over time.

My background did not begin in graphic design.
It began in fashion, where I learned to understand form, body, structure, and contradiction.
That experience shaped my rejection of excess, ornament without purpose, and aesthetic decisions detached from reality.

What interests me is not surface.
It is construction.

I am drawn to disciplines where rigor and expression coexist:
architecture, classical art, and contemporary practices that challenge convention without losing control.

My references come from different moments and languages, but share a common ground:
clarity of intent.

From the tension and light of Caravaggio,
to the balance and permanence of Bernini,
to the restraint and authorship of Yohji Yamamoto.

I value systems that endure.
Work that is precise, methodical, and honest.

Technology is part of my practice, not its driver.
Tools evolve.
Criteria remains.

I work with brands and projects that understand this position.
Those who value coherence over visibility.
Structure over trend.
Long-term meaning over immediate impact.

Criterion is not an explanation.
It is a filter.

Everything else follows.