On January 5, 2012, West announced his establishment of the creative content company DONDA, named after his late mother Donda West. In his announcement, West proclaimed that the company would "pick up where Steve Jobs left off"; DONDA would operate as "a design company which will galvanize amazing thinkers in a creative space to bounce their dreams and ideas" with the "goal to make products and experiences that people want and can afford." West is notoriously secretive about the company's operations, maintaining neither an official website nor a social media presence. In stating DONDA's creative philosophy, West articulated the need to "put creatives in a room together with like minds" in order to "simplify and aesthetically improve everything we see, taste, touch, and feel.". Contemporary critics have noted the consistent minimalistic aesthetic exhibited throughout DONDA creative projects.