A short field guide. Not rules, because we don't have rules. These are the standards we keep coming back to.
Start with the question. Before any moodboard, we want to know what the work has to do. A beautiful answer to the wrong question is still the wrong answer.
Say it in one line. If an idea can't be explained simply, it isn't ready yet. Complexity can come later, in the craft.
Make it, then make it better. First drafts are for finding out. The real work happens in the second and third pass.
Sweat the small things. Type spacing, a cut that lands half a second late, a colour that is almost right. Nobody will point at them, but everyone will feel them.
Commit, or don't
If we wouldn't put our name on it, we don't ship it.
That is the whole test. It keeps the work honest, and it keeps us honest too.
