I agree — it’s been a buzzword in the graphic design industry for at least 10 years now. During Signifier’s 15 year development I've seen many trends surface and disappear! And during the a year we spent working on the marketing concept and approach for Signifier, I struggled with even mentioning the term “Brutalism”. In the end, I decided it was OK, because it was true to my process, research and thinking.

We work very hard to ensure concept, execution and communication are as solid as they possibly can be. I would never emptily invoke anything.