Cool design: we create a world-class design that users love and is copied by envious people (although they are not doing well).

Design is the stage at which the Mrs. Subjectivity becomes an invisible participant in the process: you imagine one result, the market and consumers demand another, and we have to maneuver between expectations and reality.

In order for the project to combine client-side wishes, convenience for users, respond to web design trends, and the accuracy of getting into expectations was as high as possible, the design stage begins with exposing the creativity slider.

Creativity runner

The creativity runner is our subjective assessment of the project, which shows how far in the design you can go. The value varies depending on the objectives of the project, client business tasks and customer’s courage:

0% Conservatism
50% “Feel free. Cheeky With a slight touch of madness ”
100% Pure Madness

Based on the value that is set by the project manager together with the art director and designer, the design process can be built in different ways:

On ecommerce projects, the analytics stage always precedes the creative phase: aggregation of requirements and prototyping. And here the runner is enough to set at 20% – this will be enough to show what the project is about and what it can offer to users.

On projects that require more creativity, the prototype is relegated to the background: first, we make a mudboard, create a brainstorm, invent an idea and draw. As experience has shown, if you do the opposite, the customer may have a “duckling effect” – he idealizes the prototype and wants the project to be 100% compliant with it, and in the course of work, something often changes and improves.

Visual brief

Regardless of the creativity of the project, we always make up a visual brief – a kind of map of your desires, which we will then focus on when creating a design. Brief includes:

References from the customer include in the brief what you like from competitors or on the websites of companies from other areas
References from the studio offer relevant solutions, and you evaluate their overall style and interesting details
Variants of icons we select suitable icons – it only seems that they all look the same: in fact there are millions of them, and all differ in style, line thickness, drawing details, etc.
Variants of fonts show fonts of different levels: headings, subtitles and plain text – for example, we use your texts, not a common example about tea with French rolls
Examples of graphic content are photographs, images, 3D-models with the right mood or effects (let us immediately note that content from the customer is often required – for example, photos of your employees)
Interface or form elements show interface and form design options if the project requires it.

All this is going to a single document, so that it would be easier for you to decide which of the presented is cool and needs to be done not worse and what is not very good. So we will understand what you like and what should be the mood and style of the project.


To search for project chips, the creative team conducts a brainstorming session: first, it sketches all sorts of ideas, and then selects the best ones or even mixes a few ideas into the coolest one. The team takes into account:
aggregation requirements data;
prototype (if it is already there);
insight is a unique feature of a company that distinguishes it from its competitors;
images that emotionally convey the idea of ​​the brand.

In the brainstorm involved:

  • Art Director
  • Designer
  • Project manager


When we felt a piece, the designer draws a sketch from the hand. If the project’s creativity is above 50%, the sketch is attached to the board, then the idea is agreed with the customer, and a prototype is created on the basis of the creative idea: it will show how the planned blocks will work. And on more conservative projects, you can do without a sketch.


When everything is agreed, the designer starts to work, and soon we will show you on skype a layout with a thoughtful interface, bright design and the closest possible hit to expectations. Be sure to connect the author of the design – you can directly ask him questions that interest you, make suggestions and clarify.

If everything is good, after the approval of the layout, we hone the interface and approve it with you. And then, page by page, we continue to develop the design – you feel the pulse of the project.

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