Our founder, Hayley La, built web pages for over seven years. She used multiple content management systems during that time, and found a shocking difference in the user experience and interface of each system. Some were user-friendly, some were extremely challenging to figure out. If it is possible to be user-friendly, then why do some systems make simple tasks so difficult?

She knew it was in the design. Hayley began designing her own content management system, websites, typefaces, products, and more — with the goal to make tools easy to understand, and easy to use.