They’re right… less is definitely more. Ay-pe goes live.
Minimalism is actually surprisingly difficult to achieve. Especially on the internet. Buttons, forms, calls-to-action. All of these things are generally consdidered ‘the norm’; and all of them threaten the purity of a minimalistic approach.
When ay-pe, a York based CGI and Video Post Production House approached us with a website brief that comprised: one button, big images and hardly any text. We leapt at the chance to get involved. Keeping it simple means just that; as little fuss and dressing as possible. Let the content sing, let the images shine. So that’s what we did.