Design Principles

The Design Principles are the set of qualities that we want customers to associate with the brand every time they interact with it in a digital environment.


Create positive emotions by designing living and vibrant digital experiences.


Be recognizable as a brand that creates leading design.

Show and try

Demonstrate instead of explaining. Try before you buy.

Do more with less

Focus on what’s important, prioritize.

Invite & Guide

Taking our users by the hand. Leaving no one at a dead end.

Consistent, not uniform

Having a consistent design language enforcing uniformity.

Usable for all

Accessibility at all costs.


Knowing our customers, providing them with relevant information.

Fact based

Designed based on a solid foundation of statistical data and user insights.

Empower the user

Accommodate our customers’ needs at all touchpoints.