About:We create web apps and communities that make a personal impact with users.
Web sites today focus too much on the feature-set race than actually really addressing the user's needs. Too many times you see people compete with each other to produce the shiniest, cutting edge site at the price of reliability and usability. We believe in creating simple, well designed projects that do more with less.
We believe in real design and its ability to shape an experience in more than just the aesthetics. We're big fans of the older design sect; the type of people we used to look up to in school and are few and far between these days. Designers like Sagmeister, Paula Scher, Paul Rand, Bruce Mau, John Maeda, etc. They all had the amazing ability to push design beyond just the aesthetic value and into true communication. They did it through concept and simplicity and these are the guiding principles that guide how Thought & Theory approach each and every thing we touch.