The computer screen is not a piece of paper and should not be treated as such. By taking advantage of the ability of the computer to display dynamic, flexible, and adaptive typography and imagery, we can invent new ways for people to read, interact with, and assimilate information. — davidsmall.com
David Small (creative director) completed his Ph.D. at the MIT Media Laboratory in 1999, where his research focused on the display and manipulation of complex visual information. This was his third degree from MIT. He began his studies of dynamic typography in three dimensional landscapes as a student of Muriel Cooper, founder of the Visible Language Workshop, and later joined the Aesthetics and Computation Group under the direction of John Maeda.
His thesis, Rethinking the Book, examined how digital media, in particular the use of three-dimensional and dynamic typography, will change the way designers approach large bodies of information. His work has been exhibited at the Museum of Modern Art, Documenta11, the Centre Pompidou, and the Cooper-Hewitt. He is the principal and founder of Small Design Firm. From 2008 to 2010 he was an Associate Professor at the Massachusetts Institute of Technology where he directed a research group at the MIT Media Lab.