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    A motion design exploration for an in-the-works rebrand project.
    I do not think they need alt text, as they have descriptive captions that should be picked up by screenreaders.
    Outside team members at the 2023 “Hacking for Humanity” all-women hackathon, hosted by the Shequal Foundation.
    I do not think they need alt text, as they have descriptive captions that should be picked up by screenreaders.
    To explore options for sustainable packaging design, we offered the service pro-bono to a mission-oriented company in 2023.

    We think, rethink, design, and build, for the world we want to live in

    Our team has years of experience in tech & design, but we return to the drawing board all the time. Our clients’ missions motivate us to think differently and deeply, operate transparently, and work efficiently.

    Project working values

    We approach every project with an open mind, without imposing a signature aesthetic, rote solution, or over-inflated budget. Our goal is to understand your organization to its core, delivering a solution that captures your ethos, fits in your budget, and meets your timeline.

    We know technology is a powerful tool when wielded appropriately. We also know that the best solution is sometimes not a technological solution at all–some challenges can be better solved with business strategy or people power.

    For end-users, sincerity means no misleading interfaces, no unnecessary data extraction, and language that reveals rather than conceals. For clients, it means we communicate transparently on process, sometimes pushing back or offering new ideas.

    Our solutions address genuine user needs, not a capitalistic desire to grow exponentially.

    We consider the broader context of every project, offering solutions focused on sustainability, accessibility, and equity.

    Budget-friendly & value-oriented does not mean bare & utilitarian. We design platforms & products that resonate because they capture a brand’s essence, function well, and look superb.

    How we work

    Our approach generally includes three steps—define, make, support—with plenty of room for flexibility to accommodate budgets of all sizes.

    01
    Define

    To capture project, business, and user requirements, our team digs into your business model, goals, and the current state of your brand & technology. From there, we lay out a strategy for your project’s design & development.
    Key activities

    Sitemap | Research | Design exploration

    02
    Make

    By this stage, we’ve defined the bulk of the experience—now it’s time to start creating. To ensure efficiency & mutual understanding, this phase is driven by collaboration between designers, developers, and copywriters.
    Key activities

    Design | Development | Copywriting

    03
    Support

    We intend to be your long-term digital partner. Our full team provides ongoing support throughout the launch, alongside maintenance & content management training. We also review analytics & user feedback to continuously improve the design & build.
    Key activities

    Performance monitoring | QA | Iteration

    In practice

    Mauj

    Outside

    Case Study

    Creating a shame-free resource hub on sexuality & menstruation for Arab women everywhere with Mauj →

    01
    Define

    Our team explores your history, assesses your values & goals, and researches the ecosystem in which you work. Based on our understanding of your audience & mission, we present a collection of creative concepts, visualized through mood boards and guided by tone-of-voice strategy.
    Key activities

    Workshops | Creative concepts | Tone of voice

    02
    Make

    Building on the creative concepts & tone-of-voice strategy, we provide two to three initial brand identity explorations. Ultimately, your feedback helps us create a brand book showcasing typography, color, and art direction alongside relevant brand applications and messaging guidance.
    Key activities

    Visual identity | Brand book | Messaging

    03
    Support

    Using the brand book as a foundation, we’ll roll out the brand across all your channels and provide ongoing support as your brand grows.
    Key activities

    Collateral | Social | Copywriting

    In Practice

    Nui

    Outside

    Case Study

    Returning to nature & natural materials to support sustainable fashion with Nui →

    01
    Define

    To capture project & user requirements, our team digs into your goals and the current state of your technology. We’ll deliver a mind map, test plan, and test cases based on your requirements, ensuring functional & visual consistency between design & build.
    Key activities

    Design team collaboration | Compiling requirements

    02
    Make

    We adopt a modular approach to website development, providing flexibility & scalability. This means that you can easily construct pages using modular elements without being overly concerned about design. Plus, it’s easy to expand the site with new modules.
    Key activities

    Development | QA

    03
    Support

    We intend to be your long-term digital partner. Our full team provides ongoing support throughout the launch, alongside maintenance & content management training. After launch, we continue to provide updates, find & fix bugs, and address compatibility issues.
    Key activities

    Performance monitoring | QA

    Three iPhones showing various pages of the Gen E app.

    More about us

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