Give it a character
Type, color, artwork, and language set the tone before anyone uses a product. Each project needs a character that suits it, with enough restraint for the work itself to remain clear.
Make the next step clear
A website should help you understand what you are looking at and where to go next. We organize the content around those questions and try the pages on different screens.
Carry the idea through
The same care applies to a set of product screens or a game world. Shared references help the pieces fit together, while room for individual detail keeps them from feeling interchangeable.