Glossary
A shared language for the work. Plain definitions, useful examples, and ideas you can return to.
Accessibility
Designing and building so people with different abilities and ways of using technology can access and use the experience.
Art direction
The creative point of view that connects imagery, typography, composition, and tone into a coherent whole.
Brand identity
The recognisable expression of a brand through its visual elements, language, and behaviour. It extends beyond a logo.
Design system
Shared principles, reusable components, and guidance that help a product or brand stay coherent as it grows.
Interaction
An exchange between a person and an interface: an action and the response that follows it.
Motion
Deliberate movement in a design, used to communicate change, guide attention, or express character.
Prototype
A testable representation of an idea, built to explore how it might look, work, or feel before the final version.
SEO
Search engine optimisation: helping search engines discover and understand pages while making those pages useful to people.
Strategy
A set of choices that gives a project a direction: who it is for, what it should achieve, and what matters most.
Typography
The choice and arrangement of type to make language readable and give it a visual tone.
Visual identity
The visual part of a brand’s identity: its marks, colours, typography, images, and composition rules.
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