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The hardest brief in identity work is "make us look serious without making us look corporate."
Serious comes from consistency. Corporate comes from removing anything a person chose.
Wonderful work !
Clean🔥
That distinction is the whole job. The way I hold the line is to keep one deliberate human choice in the system, a slightly warm neutral, a drawn mark, an off-grid detail, and let structure carry everything else. The consistency reads as serious, and that one chosen thing is what keeps it from going flat and faceless.
What makes this hard in practice is that the chosen thing is usually the first casualty of the approval round, because it is the one element nobody can defend with a reason. What worked for me is writing that choice into the system as a rule rather than a flourish, so it comes...
nice colors selection, - helps form the mood
This is why an unexpected color choice can do more for 'serious' than another round of grey and navy
Nice work
"Corporate comes from removing anything a person chose" is going straight in my notes. I'd push it further though, I think a lot of that removal happens in legal and stakeholder review, not the initial design pass. Do you find the fight is more with the client's own instincts or with whoever signs off after them?
love that!
I feel the home page gradient distracts user to grasp message early.
It can be on full size with 40-60% opacity.
Slick 🙏
Fantastic work👏🔥🔥
That distinction is sharp. Consistency earns trust, but a deliberate human detail gives people something to remember. I see the same tension in product interfaces.
That distinction is so well put. Seriousness comes from intentionality and consistency, not stripping away personality. The strongest identities usually leave enough room for the human choice to show.
That distinction is spot on. Corporate happens when every human detail is polished away, while true authority comes from systemized consistency that still retains character. Great perspective!
lovely design
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A look at my design work for Tithe, an app built around being more deliberate with your attention.
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There’s a lot happening across the product, from choosing what deserves your focus to earning your way back into blocked apps. The challenge is making each of those moments feel simple – @BrightStudios®
Amazing work Daniel🙌
Do you ever try breaking the site you're interacting with?
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What do you think?
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