Design fans, you know that we're not exaggerating when we say that the work of Edward Leida makes the world a better place. Best known for his achievements as design director of the monthly feast-for-the-eyes—and brain—that is W magazine (turn if you will to the splendid spread on page 284-85 of the December issue), Leida has just launched his personal website, a minimalist round-up of such maximally impressive projects as his 2002 redesign of Details and logo designs for the likes of Original Fake/KAWS. The site even helped to demystify for us the enduring curb appeal of David Barton Gym (what? we've been known to select restaurants based on design, why not a gym?): Leida designed the gym's identity, helped Barton choose an architect for the initial Manhattan space, and worked with him for six years launching several other gyms. "The logo is timeless, and I think it inspired the New York Sports Club a bit," Leida tells us. Yes, just a bit.

So what's next for Leida? "There are some drawings in the works for a lamp to go along with the easel that I created this year, as well as a book project in Buenos Aires, and I've been asked to guest art direct William Safire's 'On Language' column in The New York Times Magazine," says Leida. "Lots going on, but I think the most important thing I have to look forward to is continuing to keep W exciting and vital. I want for us all to continue to make W the great magazine that it is." Stay tuned to UnBeige for more Leida as he answers our seven questions. Meanwhile, click "continued..." to see the peaceful public service announcement he created. We suggest printing out dozens to use as calming placecards at all of your holiday gatherings.