Why professional websites all started looking the same.
When the sector becomes the template, the brand disappears.
Not a trends blog. Notes on strategy, design, search architecture and building digital experiences.
When the sector becomes the template, the brand disappears.
Authority does not mean coldness. It means clarity, evidence and control of tone.
Intents, clusters and hierarchies before title tags and meta descriptions.
How to turn gravity from a visual effect into an interaction language.
We start from the centre: goals, audience, positioning and ambition. Then we build everything else around it.
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