Inside the
web experience.

An identity needs to work when the logo is small, absent or sitting beside everything else.

Typography, spacing, colour and image direction create recognition across a brand. If those choices are inconsistent, a strong logo has to do too much work.

When reviewing an identity, look at a plain document, a social post and a mobile screen. The same point of view should survive in all three.

On a website, test the mark at small sizes and on both light and dark backgrounds. Build a system around it: type styles for headings and body copy, colours that keep text legible, and image choices that can be repeated. A browser tab, mobile header and social crop often reveal gaps before a full launch.

Good briefs explain the problem before they suggest the answer.

Start with the business, the people you want to reach and what you want them to understand or do. Include where the work will appear and the constraints it needs to respect.

Visual references help when you explain why you chose them. “I like the typography” gives a designer more to work with than “make it like this.”

List the pages visitors need, the actions the site should support and the content you can provide. Include integrations or constraints, such as an existing booking platform or domain, and mark what can wait for a later phase. Clear facts and someone available to answer questions are more useful than a long list of adjectives.

A transition can explain where you are going and how to get back.

Movement works best when it connects two states. A page growing out of a selected pillar shows the relationship between the navigation and the destination.

The motion should finish cleanly and respect reduced-motion settings. Once it has done its job, it should let you get on with the page.

Movement also affects performance and access. Keep essential content available without a long entrance sequence, avoid animating large surfaces on every scroll, and test the page with a keyboard and on a phone. If a transition has no job, remove it. If it does, make the destination and the way back obvious.