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I'm fascinated with the idea of signs and symbols provoking a subliminal response in the viewer," he told The Huffington Post. "Some people are visual learners so anything that isn't just words on a page is helpful. I'm a designer so I'm always looking for ways of making things beautiful and easy to understand. My goal is just to provide a visual hook so the meaning can rest on it and hopefully help the word linger in the mind of the viewer.
