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Design Principles

Our approach to creating minimal, elegant websites. Every design decision serves a purpose.

The Philosophy

We believe in minimal elegance:design that is clear, purposeful, and confident. Every element must serve a function. Every color, font, and spacing decision has a reason.

Our principles are inspired by masters of simplicity: Adam Wathan, Steve Schoger, Jony Ive, Marc Newson, and Elon Musk. We combine their philosophies with modern web technologies.

Core Principles

1. Purpose Over Decoration

Every design element must serve a function. We remove everything unnecessary. If you can't explain why something exists, we remove it.

2. Confidence Through Restraint

We don't need to show off. Great design is confident, not needy. We let the work speak for itself through clarity and purpose.

3. First Principles Thinking

We question everything. We don't copy patterns blindly. We start from fundamental truths: What does this website need? What's the minimum required?

4. Industrial Elegance

Precision meets beauty. We combine mathematical spacing systems with emotional warmth. Industrial doesn't mean cold:it means clear, purposeful, and human.

Visual Design

Color

We start with monochrome (black, white, grays). We add color only when it serves a purpose.

  • Maximum 3-4 colors total
  • Every color has a reason
  • High contrast for accessibility

Typography

We prefer system fonts for speed and familiarity. We add custom fonts only when necessary.

  • Maximum 2 font families
  • Clear hierarchy (headings, body, small)
  • Readable sizes and line-height

Spacing

We use consistent, mathematical spacing systems. White space is a design element.

  • 8px base spacing system
  • Generous white space
  • Consistent throughout

What This Means for You

When we design your website, we focus on:

  • Clarity:Users understand immediately what you do
  • Purpose:Every element guides users toward their goal
  • Elegance:Beautiful through simplicity, not decoration
  • Confidence:Professional, trustworthy, not desperate
  • Performance:Fast, efficient, accessible to everyone