The branding, animations, logo and micro interactions that make a tool feel beautiful to interact with are what give it soul, meaning and excitement, and that craft has to be married to solving the problem.

the branding behind it, the animations behind it, the logo behind it, and all of these little micro interactions that we added to the tool to make it feel like something really, really, really beautiful that you want to interact with is what gives it soul and what gives it meaning and what gives it excitement. And I think you have to marry those two worlds together to get to that outcome.