Clarity is not simplicity for its own sake. It is removing whatever does not serve meaning.
The idea
Every strong identity starts with a feeling the audience can name. We write that feeling down before we draw anything, then test every decision against it.
In practice
Emotion is not decoration. It is the reason a layout, a word or a motion curve exists. When a choice cannot be tied back to the feeling, we cut it.
Keep it useful
What remains is quiet and a little inevitable. That is the goal: work that feels like it could not have been made any other way.