08, December 2021
A mark that fails on a 16-pixel tab is not finished, however good it looks on a poster.
We redraw until the same construction holds on a crate, a social avatar, and a stitched label. Simplifying is not a lack of ideas. It is the work.
“If a visitor has to hunt for the next step, the layout is still unfinished.”
Campaigns get the applause. Systems keep the brand honest after the launch week.
The useful test is whether the next designer can use the files without calling us.
