Wayne Gretzky was once asked how he was capable of maintaining his level of success year after year with an almost effortless grace. He replied calmly; I don't play where the puck is; I play where the puck is going to be. Since our inception, we at 1 Friday Design Collaborative have devoted ourselves to developing an ever evolving, multi-disciplinary design studio emphasizing innovation of solution and responsiveness to the individual needs of each client. Thoughtful design encompasses a visual beauty as well as a strict and rigorous attention to detail and craft, whether a photograph or design at a much larger scale in the realm of architecture. We stress the importance of a sympathetic relationship between what we produce and the world in which it exists. We attribute a great amount of our early success to approaching every project with a philosophy similar to Wayne's approach to hockey, continually striving to reach beyond the present trend and cookie cutter mentality in what we produce as designers. Through this philosophy, a unique collaborative journey between 1 Friday Design and our clientele has and continues to generate exceptionally innovative design solutions responding to where the needs and desires of our clients are now, and where they are ultimately going to be for the years to come.