Minimalism gets treated as a shortcut to clarity. Strip things back, reduce the colour palette, use a lighter typeface — and the design will feel clean. But that isn’t how it works. A minimalist layout can feel just as heavy as an overly decorated one when the thinking behind it isn’t clear. Most “minimalist” designs feel heavy because they’re using minimalism as a style rather than a decision. You can always see it: wide margins, thin text, a few centred lines that look inte

Most homepage copy tries to do too much at once. It tries to impress, explain, reassure, and differentiate within the first few seconds, and the result is usually a kind of soft overload — nothing lands, because everything is speaking at the same volume. The biggest problem isn’t bad writing. It’s uncertainty. Brands often write as if the reader has unlimited patience, or as if they need to prove their worth before the visitor has even decided to stay. That creates noise. You

Clarity is one of those words people use constantly, but almost never mean the same thing. Some think it’s about being minimal. Some think it’s about stripping everything back until nothing’s left. Others imagine clarity as a kind of blankness — a safe neutrality. That’s not how it works. Clarity isn’t an aesthetic. It’s a feeling. When a brand is clear, you know it immediately. You don’t have to search for the point. You don’t have to decode the language or fight through the

Most people don’t read websites the way we imagine they do. They don’t settle in, take their time, and move from top to bottom in a clean line. They arrive with half their attention, skim for what they need, and leave quickly if the page makes them work too hard. Everything I design has to begin with that reality. When I’m shaping a page, I think about the reader who’s slightly rushed, or tired, or curious but distracted. Someone who’s already decided within a few seconds whe

Most projects arrive in the same vague shape: someone wants a new site, or a refresh, or “something that feels clearer.” The request is almost never the real problem. The real problem is the thing underneath — the part they can feel but haven’t named yet. That’s where I begin. The first conversation is mostly listening. Not for deliverables, but for tension. What’s out of alignment? What’s confusing them? Where’s the drift between how they see themselves and how their brand c