First Principles

Sweat the preparation, not the test.

The right team to build your software is the one that can answer: What is the fundamental problem you're trying to solve?

We call this designing from first principles.

It's easy to make copycat software (i.e."Can you build us the Pinterest of Peacock Farms?") but thoughtful, enduring development comes from a deep understanding of your purpose.

So before we decide the future or function of a system, we first begin with a small project called Research + Planning. Structured dialog, lots of questions, and a clearly stated purpose.


We distill our research into drawings, sketches, and wireframes. The result is called your system blueprint.

This is a critical step. Unlike a system spec or requirements document, wireframes resemble the end product.

When you can look at something; when we can point and argue together; it's a lot easier to figure out what's missing.


When a product already has a brand, our design team will incorporate and extend it. When a product doesn’t yet have a brand, we will build one from scratch.

Pictured here are style tiles — snapshots of mood and tone; color and logo use; typography, aesthetic, and illustration.


Layout is an exciting step. Our design team leans on all the research we've done to date and breathes life into your product.

We mock up the system into static designs, adding color, personality, and depth.


Once clunky and intolerant, today’s web and smartphone platforms support the closest thing to our designers’ original intent — a fluid user experience. Though static final designs are accomplished in layout, the real heavy lifting begins in the build.

Our dev team leans on non-proprietary development tools, industry standards for security and usability, and scalable code. In other words, we’re not a George Foreman, we’re a bit like a well-tended, open-fire, charcoal grill.