Every week, someone on your team makes a call the brand never answered: a colour, a label, a chart, a default.
Our method answers it before they have to ask. Two tools do the work. Root Key finds the one idea your company is built on. Standing Decisions carry it into the product.
Both programs use both tools, at different depths.
Find the one idea your company is built on.
We work it out with your team, your users and your buyers from week one: what you believe that others don’t, the values you can prove, and how it should sound and look.
Turn the claim into rules anyone can check.
We write the rules from your claim, then build them into the tokens, components and defaults your team already works with, so following them is the fastest way to work.
Claim decisions come from your claim and change on every project. House decisions are ours, and they never change. We keep the two lists apart, so your list stays yours.
001
Contrast WCAG 2.2 AA in full. Text also meets AAA contrast, and body text passes APCA at Lc 75 or higher. A colour pair has to pass both.
002
Colour never works alone Every state also shows a label, an icon or a pattern.
003
Keyboard first Everything works by keyboard, with a focus indicator that meets AAA.
004
Targets you can hit Every touch target is at least 44 by 44 pixels.
005
Weight budget Under 1 MB for a homepage and 500 KB for other pages. Product screens get a JavaScript budget per route, set in week one.
Each program stands on its own. Neither one is a step toward the other.
Root Key in full, in weeks one to three.
Standing Decisions built into your UI foundation and your live website.
A short Root Key check on the claim you already make, sharpened only if it’s too vague to build from. Standing Decisions built into your design system, your key flows and your governance, delivered in Figma, with the count read at handover.
You were trained not to trust a claim with nothing behind it to check. That suspicion is sound. A story makes a promise, and the product is where the promise gets kept or broken. These are the positions our tools are built on.
Standing decisions prevent nothing. Someone with authority can overrule any of them, and sometimes should. What changes is that drift stops happening quietly: every exception gets a name and a reason, on the record. We can show that the gap between what a company says and what it ships opens, and why. We can’t yet tell you what it costs in users or revenue, because nobody has measured it, and we won’t write it as if we had.
