Why We Crave Software With Style Over "Branding"

You see — if software is to have soul, it must feel more like the world around it. Which is the biggest clue of all that feeling is what’s missing from today’s software. Because the value of the tools, objects, and artworks that we as humans have surrounded ourselves with for thousands of years goes so far beyond their functionality. In many ways,

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What happens when something remarkable becomes abundant? When our favorite restaurant or coffee house becomes a chain, or a new social product becomes ubiquitous, we tend to crave something new...something more scarce. Why? It’s a natural desire to immerse ourselves in stories that move us and express identity through uniqueness. When something see... See more

Instead of hiding the taste, what if we made it visible? What if tools had style? What if they guided you toward an aesthetic — not just in the output, but in the process itself? Not templates onto generic software like Squarespace or Webflow, but taste baked deep into the workflow: the colors, the rhythm, the worldview.