Why a Brand System Should Come Before the Website

Most redesigns are not caused by bad taste. They are caused by ten people making ten small decisions with no shared rules.

The minimum viable system

Two typefaces, a five-colour palette with contrast checked, spacing steps, button states and a page-title formula. That fits on two pages and saves years.

It pays off in speed

With a system in place, a new landing page takes a day. Without one, it takes a week and a meeting.