Brad Ascalon attributes his passion for design to the two generations before him who instilled in him the value of craftsmanship, materiality and rigor from an early age. Through this lens, Ascalon approaches the world of design with a strategy- driven approach that offers market opportunities for his clients, while remaining true to his belief in design that is rational and subtle. Through this merging of perspectives, he is widely regarded as one of the leading American design voices of his generation.