The science behind the color tokens
Client
Affirm
Role
Web Design, Creative Direction
Responsibilities
Design Systems, Visual Design, Art Direction
Overview
Outline came to us needing a site that matched the quality of their work: they were producing some of the best editorial photography in London but presenting it on a template that hadn't been touched since 2019. The brief was simple: make it feel as intentional as the work itself.
Approach
The design is built around one principle: images lead, everything else follows. Type is set in a single weight: no bold, no headings in the traditional sense. The grid breaks deliberately on the project pages, letting photography bleed past the margin at specific breakpoints. Scroll transitions are slow, almost reluctant, which forces the viewer to pause.
Outcomes
New business enquiries increased by 85% in the three months post-launch. The site was featured in Awwwards SOTD and collected four CSS Design Awards. Outline has since expanded their team from three to seven people.
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