New Hope

This new site launch by SimpleFocus is very intriguing to me. It has a nice simplified feeling to the layout visually but there’s still just about as much “stuff” on the page as any typical site I’ve seen. I can’t help but think this is largely derived from the experience Simplefocus has developed utilizing their eye tracking testing techniques.

Study this site, it’s good stuff!


Gene Crawford

With over a decade of experience in the industry he has overseen the design and architecture of hundreds of web sites and applications. An active member in the design community, he's the editor & producer of, the ConvergeSE, ConvergeFL, ConvergeRVA and the Breaking Development conference series.

  • Crazy clean & simple but it works. Ballsy too, I always find myself thinking ‘does it need something else?’ if it looks to minimal. But simple works, this website shows that. Another good spot.

  • I’d like to say thanks to Tactical Magic for the logo design and also for providing some art direction on our design along the way.

  • Simple Focus lived up to their name (as always) on this one. Kudos to you and your team, JD. And thanks for kindly mentioning the small supporting role played by Tactical Magic.