Frontend Design

Build distinctive, production-grade interfaces as real working code.

The load-bearing idea is conceptual integrity: the interface commits to one design idea, and every typographic, color, motion, and layout choice serves it. Name that idea before coding and hold to it. A striking but incoherent screen fails.

Existing product or new direction

In an existing product, its components, theme, density, and interaction conventions are the direction. Extend them, and change an established font, control, or layout only when the user asks for a redesign. When the project keeps a design system (tokens, a master rules file, component library), it governs: a page-level rules file overrides the master for that page, and the master supplies everything else.

For a new direction, decide:

• Purpose: the problem the interface solves and for whom.
• Tone: one committed extreme (brutally minimal, maximalist, retro-futuristic, editorial, brutalist, art deco, soft, industrial, or your own), never a blend that hedges.
• Constraints: framework, performance, accessibility.
• Differentiation: the one thing someone will remember.

Aesthetics