The Spencer & Nash designs included corporate branding, letterhead, business cards and a website for their designer paper products. The brief was for a site that was "simple, simple, simple" and that above all visitors must get a clear idea of the paper designs and colours.
More often than not a user interface that appears simple has actually had a lot of work to get rid of the superfluous and hone it down so it actually does appear and interact in a simple fashion. This was a case in point where early designs were far more complex in features, and functionality. Two iterations of stripping back what was presented and how the site was navigated yielded the required simple, simple, simple.
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