In his poem Déjeuner du Matin, Jacques Prévert experimented with simplicity by stripping language of complex grammatical structures, exotic words, and overt emotional imagery. Instead, the poem unfolds through a sequence of simple subject-verb-object (SVO) actions, each one guiding the reader towards the conclusion of his choosing—in this case, a moment of intense emotional experience.

The same principle of guiding an audience through clarity and unembellished essentials underpins our approach to academic writing and web design.

Like Prévert’s poem, well-designed, memorable websites tend to use the basics, such as clear navigation, intuitive layouts, and essential content, to guide visitors towards what they came for, or towards what the designer wants them to see. Unless you are selling 3D animation software or cutting-edge widgets with unique capabilities, your website probably will not need either.

The similarities between Déjeuner and academic writing are even more striking. In essence, the poem’s structure is a sequence of “he did this this way and he did that that way” until the conclusion, which is the basic structure of a Results and Discussion section of an academic research article. Well-written, compelling articles usually lead to the conclusion of the authors’ choosing naturally—by aligning and juxtaposing simple SVO actions.

We believe that true impact, whether in art, the digital realm, or the world of ideas, often lies not in ornamentation, but in the power of simplicity and the confident presentation of what matters. We hope that the examples of our work in academic writing, editing, and web design presented throughout this site will demonstrate this philosophy and resonate with you.