1. Connected, modular systems

   We favor modular systems over bespoke optimizations. We reuse, evolve and merge before creating something new.

2. Opinionated by default, flexible under the hood

   We optimize our designs to feel simple and opinionated by default, but progressively reveal power and flexibility.

3. Follow the fundamentals

   We favor established best practices and avoid overly clever, non-standard design patterns.

4. Make it feel personal

   Our designs reflect that we’re connecting real people, not entries in a database.

5. What you ship is what matters

   Our deliverable is not the design file. We take pride and ownership of what we ship.