In the game of chess, a rookie knows that one must move the pieces in such a way to gain an advantage over their opponent. While a seasoned player also knows this, they are also mindful of avoiding attack while planning ahead. This strategic mindset is the separation of the two. When it comes to design, strategy is every bit as important. How we navigate our plan impacts our results physically and digitally. We understand who we design for, signals we send and stories we tell.