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Most briefs have a clear problem to solve.
This one had a feeling to solve.
Would this actually look good on me?
That's the question.
And it's the reason people screenshot outfits they never buy, fill carts they never checkout, and return half their wardrobe.
Dead simple to use. Like, embarrassingly simple.
The moment someone has to think, you've lost them.
But also warm and entertaining. Not a utility.
Something you genuinely enjoy using and want to show your friends.
And it still had to feel premium. Because the people using it have taste, and people with taste notice when something feels off.
Too simple and it feels cold. Too friendly and it feels cheap. Too premium and it feels distant.
The sweet spot is small. Finding it is the job.
This is just the onboarding. More screens coming.
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At the end of last year Contra engaged me for some exploratory work into what could be a Contra App. A strategic foundation for their native roadmap. Product differentiation criteria established.
Wow this is insane, @Ralph Jones | Novatur Design
Love this project man. Curious what do you use for the screen's b-roll.
What if minimalism isn’t less — but more intentional?
This is COCO — a finished packaging system built on restraint.
Clean hierarchy, deliberate typography, purposeful whitespace,reduced elements.
But the key shift is here:
→ material becomes the design.
→ The aluminum isn’t just a container
it defines the color, the light, the presence.
A few intentional decisions:
1. Removing everything that didn’t carry meaning
2. letting hierarchy guide instead of decorate
3. treating material as the primary visual layer
For me, minimalism is not less design —
it’s more attention to every detail.
Great!!
Can an AI tool understand your aesthetic or just simulate it?
I fed Google Stitch one prompt. No code. No Figma.
Full dark UI. Filterable gallery. Cyber-brutalist system.
Mobile-responsive. Figma export. One shot.
~70% of my vision. But the soul wasn't there.
I had to push it:
→ "More chaotic"
→ "Denser. Less whitespace."
→ "Typography more system-like."
Iteration requires taste.
Taste isn't in the prompt.
Stitch is a validated idea machine.
The Figma export alone is worth it for MVPs.
But the freelancers who win?
The ones who know exactly what to ask and why.
The prompt is the brief. Write it like one.
Wow, obviously design is awesome but I also liked what you're saying in the post "The prompt is the brief. Write it like one." that summarizes your approach!
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