Under Construction Designer’s Theory

Yesterday I was  hanging around on the Apple App Store when I’ve founded a pretty simple as interesting app. A text editor with a twist: OmmWriter Dāna II by Herraiz Soto & Co. The description of the app starts with “We are all at the mercy of our wild monkey minds. Incessantly swinging from branch to branch.” So it caught my attention (with the super simple & super stylish app logo).

Few clicks and I was on the webpage of the company that produces this one-of-a-kind app. I was curious about their work.

On the lower right corner a little line caught my attention. alt++U and I’m looking in the code of the page for the hole “hidden” text.

I founded it extremely smart and very funny. Here it is:

Under Construction.


Some day we will have the new website.

Difficult to say when.

We’re not fortune tellers.

Just like Gaudi’s Sagrada Familia Cathedral…

…without a fixed end date.

Anyways if we were to design our own website…

…It would have to be an example of excellence.

We don´t know if we could handle the pressure.

perfectionism is horrible.

precisely because it does not exist.

just take a look at it the day after…

…and it is no longer perfect.

that is why perfectionism cannot be an objective.

alive only for a mere instant.

just like an orgasm.

or a goal in the final minute of a match.

or when someone says “i love you”.

and that is why we have our site under construction.

because perfection only lasts for a few precious seconds.

what we really wanted was a perfect corporate website…

that would continue to be perfect for a couple of years.

ask a six year old to write down her name on a piece of paper.

and she writes it in a second.

now ask a creative professional to do the same.

and you are hosed.

Looking for that special font-type.

And the paper-type, neither too classical nor too modern.

Add to that the composition.

And don’t forget the concept to bring all of this together.

And since it’s his name, the concept has to be just goddamn amazing.

And that is something you naturally cannot do overnight.

you need to think, document, look for references…

and that is the problem we creatives have.

we are like women. we think too much.

that is why we have a page under construction.

because we can.

because that is one of the cool things about the internet.

able to post things online and say it is temporary.

and not feel bad about it.

imagine how cool if real life could be like that too.

to be able to say to your boss.

you sonofabitch under construction.

and not feel bad about it.

and since we are not capable of making something perfect…

…we have put together something quickly.

we call it under construction.

and not feel bad about it either.

oh how we love the internet.

Under Construction by Herraiz Soto & Co