Visual identity
We started with the visual identity. There was very little to go off, so the first step was intentionally broad: explore distinct directions until one of them had enough tension to keep pushing.
The useful part of exploration is not the volume. It’s noticing which details keep surviving every version.
Homepage graphics
The homepage became the place where the system could feel most expressive. I treated the graphics as a set of behaviours rather than individual assets.
UI graphics
Smaller surfaces inherit the same behaviours at a lower amplitude, so a card and a hero never look like they came from different files.
Assets
The final asset library is intentionally small. Reusable marks, image treatments, motion behaviours, and a few layout rules do most of the work.
What actually ships:
- Marks, in one weight per context
- Image treatments, as tokens not layers
- Motion behaviours, named and reused
Easter eggs
The small hidden moments are where the personality can leak out. They should reward attention without becoming required to understand the page.
Join us
A journal should feel unfinished by design. The point is to leave a trail of thinking, not to pretend every idea has reached its final form. Say hello if any of this overlaps with what you are building.