A short brief, held to. It governs this site, the app, and everything the studio makes — and it is written down so that it can be argued with rather than drifted from.

If it cannot act, it does not appear. Every control should do something; every element should earn its place. We would rather show fewer things, larger, than a page of options nobody asked for. Restraint here is not minimalism as a style — it is refusing to add what is not needed.

Colour belongs to light, never to the interface. The chrome is near-black and one amber, and the only other colour on this site is light itself, which appears where there is real light to represent. A studio that works in light should not spend colour on buttons.

Nothing snaps. Light has inertia in the world and it should have inertia on a screen: things rise, settle, and hand over rather than cutting. Motion here is material rather than decoration — and where someone has asked their device for less of it, it stops.

We build what is true today and say plainly what is not built yet. Where a number has not been measured, no number appears. Where a page has nothing honest to say, it says that instead of filling the space. It is a slower way to make a website, and it is the only one we would trust.