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By Matt Roundell

Here at Beneath, we like words. Clever words, creative words, funny words — our founders’ careers were both built on words. But we also like design, we like combining our words with design. 

Good design has the power to elevate those words, to bring them to life and make them sing. It also has the power to take the emphasis away from those words and to cloud their relevance with useless bells and whistles. It’s a tricky thing to navigate…

So for us, finding that sweet spot between good words and good design is what we continually work towards. We’re always on the lookout for great examples of brands or websites that we think nailed it, below is a list of some of our more recent favourites.

Probable Futures

Providing a grim glimpse into the future of the planet, Probable Futures has been designed to communicate important information with a clear and accurate tone. The typographic choices are unassuming but beautifully considered especially as the majority of the content falls into the category of long form. Everything has been stripped back so the user can do one thing and one thing only, read and understand the content.

For Good Design Lab

I’ve thought about this website a lot since first seeing it. The typographic header section, where each line fades is wonderful and incredibly distinctive. Similar to Probably Futures this site uses contrasting serif and sans typefaces which definitely feels like a functional choice that can highlight keywords, but also an emotive choice that makes the copy very authentic. Lastly the line “To scale the new ideas that will unfuck the world”…*Chef’s kiss*

Which countries signed the Paris Agreement?

Simple, powerful and super insightful. The WCSTPA site has been designed to highlight the percentage of greenhouse gas emissions from each country that signed the Paris Agreement. The size of the type increases as the percentage of emissions goes up, really clever and beautifully executed.


Reading experiences on the web are becoming increasingly noisy (see this example) so I hope the sites above give a glimpse into what long form reading could be like when good design and good copy work in harmony.