Making sense of the madness

A fractal is a geometric figure, where each piece has the same statistical character as the whole, making sense of the seemingly chaotic. Think snowflakes, sea shells, and peacock feathers. 

For us, Fractal does the same thing. It lays out the patterns that allow us to create a structured framework for our designs. We’ll use this design system to create a visual language that pairs great design with a seamless user experience. 

Tone of voice and style guide

Here’s where you’ll find all the information that is most relevant to copywriters and content strategists: all the rules about grammar, spelling, and talking to our users.

UI and UX guidelines

If it’s related to the user interface, you’ll find it in this section. This section is particularly helpful for designers, dev, and UXAs. Some highlights include:

  • Form elements
  • Navigation patterns
  • Color and style guidelines


Everything we do should be accessible to everyone. Accessibility guidelines will ensure that we’re meeting the WCAG 2.0 standards. You’ll find a lot of helpful tips and guidelines for all disciplines in here.