How we design a site that still looks right in three years

Five principles we do not break

1. Content first. No layout is designed without real words in it. Placeholder copy hides ninety percent of usability problems.
2. Boring where it counts. Navigation, forms and checkout follow the conventions your users already know. Personality lives in the parts that do not.
3. One idea per section. A section that sells three things sells none. We rewrite until every section has a single job.
4. Legible over clever. A sixteen pixel body copy on a high contrast surface will always outperform a twelve pixel tinted one, no matter how tasteful the tint.
5. Fast is a feature. Every page ships under one hundred kilobytes of critical CSS and JavaScript unless there is a written reason not to.

What you get in week one

• A moodboard of six references, three we love, three we are testing.
• Type and colour tokens in Figma, matched to real screen states.
• The home page, one deep page and one form flow, in mobile and desktop.
• A three minute Loom walking you through every decision.

Review cadence

We publish work every Tuesday and Friday. Feedback comes in as comments inside the dashboard or as a Loom back at us. We do not use email threads for design review because they lose the picture inside three replies. If a decision needs a call, we book fifteen minutes rather than dragging it across a week.

When we disagree

You are the owner and the final call is yours. Our job is to give you our honest opinion clearly, once, in writing, and then execute the version you chose properly. We will never quietly ship the version we preferred instead. If we think a decision will materially hurt conversion or performance we will say so and cite what we based that on.

Handover files

On launch you get the Figma file, the source repository, environment variables, deployment instructions and a plain English readme. You own all of it from day one, not on cancellation.