It Is What It Is

"... A graphic design project starts out as a relationship, transforms into a process of loose analysis and more-or-less insightful speculation, then enters into a practically autistic phase of visual generation, followed by a synthesis of speculation and experimentation that morphs into a purely computational and mechanical production – accomplished with or without the involvement of any number of outside trades – and finally emerges in the world through a complex of socialization and acculturation that includes publicity, public relations, distribution, retailing, advertising, focus testing, and criticism... "

From the introduction to the new 2x4 catalog.