Simplicity & Minimalism

One comment that we get when we tell people that we love simplicity and that we embrace it is "So you guys are minimalists". Our answer to this is yes and no. As we see it, something minimal is simple, but something simple isn't necessarily minimal.

When it comes to aesthetics, we usually take the minimalist route. Following this principle allows us to create designs that contain only what is essential. When it comes to branding and design that doesn't have to do with aesthetics (e.g. experiences, processes, etc.) we follow the simplicity route. This allows us to be more forgiving in the name of creating a simpler user experience.

With both practices, it's important to know when to stop. If you oversimplify you can end up with something that is hard to use and understand. If you apply minimalism to its max, you can end up with something that doesn't make any sense. You need to have balance and provide what's essential.