What we keep when a brand outgrows its first site

Compound, don’t restart

A second website should be built from the first one’s best decisions. We keep the type, the tokens, and the voice, and rebuild everything else.

That is faster, cheaper, and kinder to the people who already know the brand.

What we retire

We drop anything that only existed to prove a point at launch: the clever animation, the one-off layout, the page nobody visited.