Design Principles

Accessible

While we accept that we can’t cater for everyone, we aim to make our designs accessible to as many people as possible.

Measuring success

Have we tested our designs to ensure they have sufficient colour contrast between background and foreground elements? Have we tested them with automated tools such as Web Accessibility Versatile Evaluator (WAVE) a tool developed by WebAIM that’s available both online and as an add-on for Firefox —and preferably with people?

Distinctive

We strive to be distinctive because there’s no satisfaction in making a digital product or website that looks and works the same as so many others.

Measuring success

Do people recognise our visual identity as being uniquely ours? Does the design have our spirit at its heart? Have we designed a customer experience that accurately reflects our unique values?

Inspiring

Why follow what others have done when we can lead them by our example? We aim to make digital products and websites that inspire people to do better.

Measuring success

Are people complimenting us on our designs? Do we see others implementing designs that have been inspired by our work? Is what we make setting the standards that others follow?