Ingenious/simple. Raw/refined. I-beam captures the unique fusion of extremes. I-beam is a paradox – a statement made in an understated way. Like a humble aristocrat that would be respected in any circle, I-beam will never be upstaged because it never assumed any status in the first place. It doesn’t need to.
“For me, the sense of achievement with this product must be like the feeling a renowned chef experiences when they discover that unique blend of ingredients that ‘just work’.
Credit for original concept: AHMM