Simple. Functional. Beautiful. Three words began to exemplify the approach taken by designer David Cameron when he first envisaged Circle Design. He wanted a piece of furniture that was simple, functional and beautiful for his work as an interior architect. He began to design with the notion of helping workflow without distraction. This aim allows for a better focus on the task at hand leading to a boost in productivity and a calmer workspace environment. We developed an identity that underpinned David’s sensibilities and designed a catalogue and website to promote the endeavour.