In order to maintain a consistent tone of voice across our work we guide our design by two principles. These principles are familiar ones in the history of design and ones that we follow with every piece of work.
Content leads design.
Our design is not what makes a website successful – it is ultimately the content. Our design challenge is to make that content understandable, easy to find and pleasurable to digest. The best way for this to happen is for our design to go unnoticed.
Less is more.
Taking things away is often an overlooked method in design but it is almost always the most useful. Stripping back a design to its most vital elements allows users to clearly understand the content and its purpose.