Give the visual idea a useful role
A striking animation can earn a glance while making a page harder to understand. Before approving a visual device, name its job: establish recognition, explain a relationship, guide attention or make a choice clearer. If nobody can name that job, it may be decoration rather than direction. Prism's creative approach connects expression to the proposition and customer journey. The test is not whether the design is restrained or bold, but whether the boldness makes something important easier to notice.
Explore our creative and design work ↗Build rules that work beyond the reveal
A brand system needs to survive ordinary situations: a service page, a small social image, a form error or a short email. Define how typography, language, colour and movement behave in those settings, not only on a presentation cover. Prism considers the digital experience alongside the identity, so creative decisions have a practical place to live. WorkWise provides an example of a service proposition expressed through branding, service choices and the website rather than a logo in isolation.
See the WorkWise case study ↗Use contrast to create a hierarchy
When every headline is enormous and every panel moves, the visitor has no reliable signal about what matters most. Choose the moment that should lead, then let surrounding elements support it. A quieter label can make a strong statement feel stronger; a still section can make movement more purposeful. At Prism, that judgement extends to usability and accessibility. Review the page without animation and on a small screen: the message and next step should still be easy to find.
Read the standards we hold the work to ↗