fathom is a company that was established as an offshoot of the architecture practice Astorino in partnership with the research and consulting firm, Olson Zaltman Associates. Based on the idea that people can only consciously articulate 5% of their thoughts and feelings, fathom uses a menu of "psychology, neuroscience, anthropology, and architecture" methodologies to illicit the subconscious thoughts and feelings of their clients. One method that they utilize is visual metaphor. They then interpret and translate these subconscious expressions into design principles to produce "more meaningful design."
US News and World Report - Mysteries of the Mind
Powerful New Architectural Design Method Debutes
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