Clarity is designed, not added at the end.

Principles

1. 01

   Evidence before claims

   We describe capabilities, results and clients only when they are confirmed and we are permitted to share them.

   In practice

   • Illustrations are labelled as illustrations.
   • Figures in demonstrations are synthetic unless stated otherwise.
   • If we are unsure, we say so.

2. 02

   Lineage you can follow

   Every figure should lead back to where it came from.

   In practice

   • Sources, timestamps and transformations travel with the value.
   • Stale, missing or modelled inputs are marked, not hidden.
   • Calculations are explained in plain language next to the result.

3. 03

   Review by design

   Human review is part of the workflow, not a disclaimer at the end.

   In practice

   • Consequential actions require an explicit approval step.
   • AI suggestions show their sources and can be rejected without friction.
   • Every decision keeps a record of who approved what, and why.

4. 04

   Calm, accessible interfaces

   Dense information should still be easy to read and operate.

   In practice

   • We design to WCAG 2.2 AA as a baseline.
   • Motion explains relationships and can be reduced or switched off.
   • Keyboard and screen-reader use are planned into testing from the start.

5. 05

   Minimal data

   We collect only what a task requires.

   In practice

   • No advertising trackers on our website.
   • Enquiry data is limited to what we need to reply.
   • Retention periods are defined before collection begins.

• Present illustrative data as live results.
• Let an automated system take an irreversible step without a person’s approval.
• Publish a client name, quote or result without permission.
• Collect personal data we do not need.