Design

The benefits of being an underdog ★

Hey! We’re a design studio of five from Tyumen, Russia. It’s the first city founded in Siberia.

We were an unusual studio from the start and underdogs in the design world by any measure. Despite our small size and living 2,000 km away from Moscow we work with clients from all over the world and various time zones.

Here are five facts about us that have helped us to benefit from being an underdog:

Text-oriented. Most studios are founded by designers. They believe that glowing and bouncing animation will solve a client’s problem. It won’t. But a good and succinct, thoughtful text might. Our founder is an editor, not a designer. We spend most of our time writing. Every project starts with a longread describing what we’re going to do. That’s why our websites and interfaces are well-structured. Words are important, and we’re the most fastidious people when it comes to picking the right ones.

Local identity as a foundation. Most studios bashfully conceal the fact they’re not from the capital. Not us. We talk about it at every corner. We’re proud of being Siberians. We promote Tyumen as a great place for living and creating. We turned patterns of the Tyumen carpet into a sticker pack and designed beautiful postcards with the most beautiful sightseeings of the city. In fact, many clients choose us because we’re more real than our bigger competitors.

Remote & async. Most design studios try to get a fancy and expensive office when they start out. Not us. We started at the end of 2017 and we were remote from the first day of work. Thanks to that we had clients from Moscow, Amsterdam, Berlin, Zurich, and even Toronto. We had people working on our team from Singapore, Turkey, and Hong Kong. Could that be possible if we limited our market to one city? Barely.

Without managers. Most studios have managers who loiter and disturb others by asking stupid questions like, “Is it done?” every ten minutes. We don’t do that. We write long posts and discuss things asynchronously. That compensates for our size and boosts efficiency. Thanks to that we have recently launched our first paid product within four months and only around $⁠5,000 spent. Big companies can’t even imagine this kind of budget for a product that works!

The most dependable. Most design studios spend tons of money on advertising to convince people to buy from them and assure they’re the best in business. But that’s a lie. You can’t be the best at design as design is a very subjective matter. We don’t say such a bogus. We claim the title of the most dependable design team and do everything possible to make it real. We’re never late for a meeting. We send meeting notes within an hour after a call. We finish 95% of our projects on the date we promised.

Наша команда на студийном кэмпа в мае 2023 г. Слева направо: авторы Артур и Настя, я и наш техдир Миша.

That was our story for the Underdog Challenge by 37signals. Hope you enjoyed it. Thanks for reading!

No Comments 2023

Be careful with bold ★

I ran into this thread by Andrew Nalband where he shares a technique of marking text bold and color highlights to make it easier to scan the draft. Good point, but he does it the wrong way.

Take a look at Andrew’s draft. You can see words, but they make no sense without a context. What does mean “content” in the middle of the first sentence? How is that related to “presentation” and other words marked bold below? You have to read the whole sentence to understand this text.

Here’s another example. I excerpted a few paragraphs from El Pais article and marked their random parts bold. If you read only the bold text, you won’t get a shit of what’s going on here.

Bold text in the middle of a paragraph is a bad idea. It doesn’t help a reader get to the main idea faster and doesn’t make it easier to skim through. On the contrary, it creates additional visual noise and thus hinders reading.

In the end, a reader has to do the double work: read the whole text and fight the distraction. You wanted to draw their attention to some important fact, but instead you made them read the whole thing.

Fortunately, it’s easily fixable. Mark text bold only in the beginning of a paragraph. In this case, your text will look like my post about failures:

This way you don’t have to jump over the text, all you need to do is to scan the beginnings of the paragraphs. It’s way faster and easier to do.

It’s also more convenient for a reader to digest a piece structured this way. Even if people won’t read the whole piece, they’ll be able to catch the core idea of my post and get what they’ve come for.

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Trends are a trap

Never follow trends. Any design should start with a blank canvas, any copy should begin with a blank Google Doc with a blinking cursor in it. Solutions are born in the head, not on the screen.

It’s no use aligning your work with trends or reading another top-10-design-trends-of-the-coming-year article. No one who walked a well-trodden path has ever invented or explored something new.

The only way to create something unique is to think out of the box, to develop your own thinking that will lead to ideas completely different from those that trends dictate.

Trends are a mental trap. They limit designers to a range of customary, safe solutions that don’t excite people. How else to explain hundreds of thousands of identical landing pages, dull logos, and Corporate Memphis illustrations. All this is the result of following trends.

I publicly declare that trends are bullshit, and I allow you to score on them. If you look for a novelty, swim against the tide.

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No Comments 2022