That is who answers for the work. Now judge the work itself.
How we use AI.
We use generated images and AI-assisted drafting in our own work. This page says where, how we check it, what we never do, and how to tell on this site.
Where we use generated imagery
Concept studies
Our studio concepts are fictional businesses. Their photographs are generated, and every one is captioned “Generated image, concept”. The study is tagged Concept on its card, its header, its social image and its structured data.
Staged settings for real work
Sometimes we place a real client website inside a generated room: a laptop on a desk, a screen in an office. The website on the screen is a real capture, composited in. The caption says so: “Generated setting; actual website composited.”
Never as a stand-in for a real place or person
We do not generate a client's premises, staff or customers and present them as real. Real places get real photographs, and the caption says who took them.
Where we use AI-assisted drafting
First drafts and research notes
We use language models to draft, summarise and check structure. A person on our team rewrites the draft, and every fact, figure, rule number and link is checked against its source before it ships.
Code
We use AI coding tools. Every change is reviewed by a person and has to pass the same type checks, lint, build and accessibility gates as code written by hand.
Regulatory citations
A rule number appears on this site only after one of us has read the rule at its official source. The source and the date we read it are listed beside the claim.
What we never do
Put client confidential material into unapproved tools
Client documents, enquiries, health or legal details and unpublished financials stay out of any AI tool the client has not approved in writing.
Generate testimonials, reviews or ratings
No quote on this site is written by a model, and none is invented. If a client has not said it, we do not print it.
Generate photographs of real premises and present them as real
If it looks like your office, it is your office, photographed. Anything else is labelled as generated.
Generate on-screen interface text
Screens inside our plates show real renders of real pages. A model never invents the words on a website we claim to have built.
Tools in use
Image generation
For concept plates and staged settings only, captioned as described above. Never for a client's people, premises or interface text.
A language model
For first drafts, summaries and structure checks. A person on our team rewrites what ships and checks every fact against its source.
AI coding assistants
For code, with a person reviewing every change and the same type, lint, build and accessibility gates as hand-written code.
How to tell on this site
Captions
Every plate says what it is: a real photograph, a generated setting with a real website composited in, or a generated concept image.
Concept tags
Fictional work carries a Concept chip on its card and a full-width disclosure bar on its page. The bar stays visible whatever else you switch off.
The claim register
Our proof page lists every figure and promise on the site, who stated it and when. A claim we cannot yet support is not on the site.