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Design!
Give shape to who you are — in a fraction of the time, without losing the soul.
Once you know where you start from, the second phase of ADAM gives shape to everything else: brand identity, communication, website, content, experience. It is the phase where decisions become things people see and use. AI does not design in your place here: it accelerates the execution to an impressive degree — a website or a set of graphics in days instead of weeks, content at volume that stays consistent, custom software that used to take months — and hands it all to you as blocks your team edits on its own. The identity stays a human choice. The speed at which you make it real does not.
The services in the Design phase
- Brand identity
- Websites & web design
- Shopify & Shopify Plus
- Ecommerce replatforming
- Storytelling & video
These are the levers of the phase: which ones you use depends on what has to be built and what has to be redone.
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THE PRINCIPLE
HUMAN DIRECTION, AI EXECUTION
AI executes. The identity you choose.
Here is the most common misunderstanding about AI applied to design: that you only have to ask it “make me a logo” or “write my website” and the job is done. It does not work that way, and anyone telling you otherwise is selling fluff. Who you are, what you promise, why a client should choose you: that stays a job of thinking, strategy and craft. What AI changes is how you get from the idea to the finished thing. Once the identity is defined, the machine executes in a fraction of the time: it adapts, lays out, generates, writes at volume while staying consistent, builds what is missing. We supply the direction and the brakes; AI supplies the speed. And we hand it to you as material you can manage yourself, not as untouchable pages.
“When the right tool does not exist, we build it. When the identity has to be decided, a person decides.”
— The principle of the Design phase
The Design phase in practice
How we give shape to what you decided.
A selection of the services in this phase: the exact mix is written by your brief.
Sites that convert, not just sites that look good.
Online stores built to sell.
What to say, where to say it and in what tone.
Video and stories that make the value land.
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CATALOG
WHAT YOU CAN ASK US TO DESIGN
Open the ones you need.
Each one is something we build with AI, at times and costs that used to be unthinkable — with the quality checked by hand.
A site, a landing page, the graphics — in days, not weeks
Building a site or the creative takes time and budget. We design and build them with AI in a fraction of the time, and hand them over as blocks your team edits on its own. Proof: microsites and homepages built in days.
Images and visuals with no photo shoot
We generate the images you need, without organizing a set. Proof: six months of visual content produced without a single new shoot.
Several sites and domains, managed as if they were one
If you have dozens of domains, or templates to create and update constantly, AI lets us work on the code at a scale that would be unthinkable by hand. Proof: direct work across dozens of domains to create and change templates and code.
Content at volume, written well
Producing content costs time and often returns little. We produce it at volume with brand consistency, and we measure how well it is written with an objective score. Proof: entire blogs rewritten; six-month editorial plans built on sales data.
The tool that does not exist on the market
If the right software is not there, we build it: connectors, dashboards, automations or complete applications. Proof: a full company management system built from scratch, in use every day.
A site that gets found on Google (and stays clean)
Old and duplicated content drags the whole site down. AI decides what to refresh, merge or delete, and fixes technical errors and internal links across hundreds of pages. Proof: SEO clean-ups across hundreds of pages and redirects.
All of it delivered as editable blocks: the design is not a cage, it is a base your team keeps working on.
THE PROOF — CUSTOM SOFTWARE
The software we were missing? We built it ourselves. And we use it every day.
Designing, for us, also means building what does not exist. The clearest proof is in our own house: the system we run the agency on we did not buy, we built from scratch. Hours, projects, Kanban, planning, reports, notifications, roles, security — all custom, in use every day. Not a demo prototype: a full-stack, maintainable tool that carries real work.
And here is the point: when something works this well on us, we know we can build it for you too. Often a company’s problem is exactly that it lacks the right tool. That is where we do not stop: we build connectors, dashboards, automations, all the way to complete applications — it is the least copyable advantage we can give you, a piece of software that is exactly yours.
ADAM phase · Design
Software development & agentic coding · full management system · custom connectors and apps
IDENTITY AND EXPERIENCE
Brands and sites that get chosen.
ONE SINGLE MOVEMENT
Content, design and CMS in one flow. We are doing it right now — on this site.
The best way to explain what we mean by “designing with AI” is to tell you what we are doing as you read. This site comes out of one flow, in three moves. First: we write the content in the company’s tone of voice — the real one, taken from the project’s own source material. Second: we fit that content to a dedicated design system built in Claude Design, so text and form are born together. Third: we package that design system into WordPress patterns, meaning ready-made blocks inside the CMS — so updating the site becomes simple and within the team’s reach.
Three things that are usually three separate building sites — the writer, the designer, the developer — become one fluid, practical movement here. That is exactly what the Design phase should do: turn identity into something alive and manageable, quickly and in order.
ADAM phase · Design
Content in the brand’s tone of voice · design system (Claude Design) · WordPress patterns (editable blocks)
TIME TO MARKET
A site in days, not months.
Building a site, a landing page or a set of graphics usually means weeks of work and a serious quote. With AI that time compresses to a fraction: we design and build the interface, the pages and the creative far faster, without giving up the care. And when work has to happen at scale — dozens of domains, templates to create or change in series — we move at a speed that would be unthinkable by hand.
Time to market shortens, costs come down, and you reach the market while your competitors are still waiting for their quote. Speed and freedom are not two separate promises, they are the same project.
ADAM phase · Design
Sites, landing pages and graphics with AI · work at scale
NO PRODUCTION FRICTION
Six months of visual content, without a single photo shoot.
Images are often the bottleneck: you need a set, a photographer, a day, a budget — and every time you change a campaign you start again. With AI we generate images and creative to order, without organizing a shoot, keeping the brand’s style and consistency. For some clients that has meant building entire months of visual content — for the site, for social, for the campaigns — without a new photo session.
This is not “taking work away from the creative”: it is taking away the production friction, so creative energy goes where it counts — into the idea, not into the logistics.
ADAM phase · Design
Image generation · cross-channel creative
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THE MAP
WHAT WE DESIGN AND BUILD WITH AI
From the brand to the software, one single build.
01 — BRAND
Brand & communication
Identity, tone of voice, visual system: the strategy is human, AI accelerates the variations and applications.
02 — WEB
Sites, landing pages and themes
Built in days and delivered as blocks the client can edit.
03 — VISUAL
Graphics and images
Creative and visuals generated without a shoot, consistent with the brand.
04 — CONTENT
Content at volume
Copy produced at scale with brand consistency and an objective score on quality.
05 — SOFTWARE
Custom software
Connectors, dashboards, automations, all the way to complete management systems: when the tool does not exist, we build it.
06 — SCALE
Work at scale
Creating and changing templates and code across dozens of domains.
THE PRINCIPLE
The “go ahead” is always human.
Nothing goes to production without a quality and security check. AI executes, but the decision to publish is taken by a person.
NOT A PROMPT — AN EDITORIAL TEAM
For content we do not use “a prompt”. We use an editorial team of AI.
Having a chatbot write a text is easy, and it shows: it comes out flat, generic, full of empty phrases. We work another way. Content goes through a pipeline with distinct roles — one produces, one critiques (blind, without knowing who wrote it), one judges, one rewrites and one selects — plus automated checks on the output. The result is systematic quality, not quality left to the luck of a single prompt.
And we anchor the copy to an official source from the client, with their brand constraints written down as rules: so the tone stays yours and the revisions collapse. Closing the loop there is an engine that gives an objective score to how well a text is written — and that exposes the empty phrases AI produces by default.
ADAM phase · Design
Multi-agent pipeline · blind critique · copy anchored to the brand · quality score
THE BRAKE
Nothing goes live without a check.
Designing fast is pointless if what you publish is broken. That is why the speed of AI, here, is framed by development governance: before every release there are quality and security checks, and the code is written to be maintainable over time, not to look impressive today and become a problem tomorrow.
When we rebuild a site that performs, it is three things fitting together: a theme the client can edit, the SEO clean-up of the content with the quality score, and securing the system. The rule never changes: AI prepares and accelerates, but the “go ahead” to production is given by a person. That is how we hold together moving fast and sleeping at night.
The recipe
Design (editable theme) + quality/SEO + security
BLUNTNESS
Beauty that does not sell does not interest us.
We say it bluntly, because it is how we work: a gorgeous site that brings no enquiries, or a refined identity the client does not understand, is a failure to us — even if it wins awards. Design, inside ADAM, is not decoration: it is a tool that has to work, be understood and prepare the sale.
So sometimes we will tell you to simplify instead of adding, or that the showy feature is not needed. An ugly truth beats a pretty lie. And when the identity and the experience are solid, the next phase follows by itself: Amplifying, taking this message where the customers are, becomes far easier.
Do you have a clear idea of who you are
but making it real takes months?
As we do for our clients — and as we are doing on this very site — we can give shape to your identity: content in your tone of voice, a consistent design system, a site in patterns you manage yourself, even the software you are missing. All of it in a fraction of the time. We start with a free analysis: we look at where you are and what needs designing, and tell you where to start. With speed, with the right brakes, and with the usual bluntness.