Notes on making
things quietly.
Essays on design, taste, typography, and the small web — from the team building Wemob, the AI website and app builder. Published when we have something to say, not on a schedule.
The case for warm websites
Every AI product in 2026 looks like a data center at night. The web deserves better than that.
Stop making every site look like a SaaS dashboard
Why every AI landing page in 2026 looks suspiciously alike, and the three design moves that would break the spell.
Serifs are winning again
Sans-serif had a twenty-year run. It's over. Here's why the web is reaching for italic display faces — and how to use them without looking precious.
The small web is coming back
A generation is building websites for audiences of one hundred — and it's producing more interesting work than the same generation's enterprise SaaS.
What AI website builders get wrong about taste
An honest look at what the current crop of AI builders does well, and the one thing they all still fail at — the thing that matters most.
How to brief an AI the way you'd brief a designer
A practical piece for anyone who has ever typed 'make this better' into a chat box and wondered why they got back something worse.
The craft of the drop cap
A short essay on a single detail — the drop cap — and what it tells you about the rest of a website's design.
Italian coastal, explained
We've been using the phrase 'Italian coastal' a lot lately. Here's what we actually mean by it — and why place-specific palettes beat trend palettes every time.
Don't publish that
A short opinion piece on the urge to ship, and what waiting one more day does to a project.
Designing for one reader
Most websites are trying to talk to everyone. That's why they feel like they're talking to no one.