Everything you do these days in the digital realm gets old fast and loses context. You send that attachment “document.txt” to a coworker and it seems highly important at the time, but 2 weeks later what does that document mean? Just looking at the filename tells you nothing about the message hidden inside.
You are a message in a bottle – make your context clear. What would your title be right now if you were a filename? If you squint and look at your website, what is its reason for being? What is your reason for being? Usually, if you think small you can think big and vice-a-versa. Just imagine the microscopic world is a universe, and the reverse is also true.
I love websites that are ruthless about their mission. Basecamp is a great example of a site I can’t help but love even though their feature set is limited enough to make designers swoon but managers run the other direction. “Give me Salesforce,” they seem to say. But this is good! Basecamp knows who it serves and has stayed true to that.
Trim away the excess marble and the statue begins to shine through. Context, contrast, light and shadow. It all combines to form something beautiful and lasting, true to itself.