Why we don't scale.

There are two business models in this market, and they have little to do with each other. Both call themselves web design. But one sells hours multiplied by a format that repeats without limit, and the other sells a single piece of attention that begins again from zero with the next client. The first scales. The second does not.

An atelier cannot scale; it is the definition of an atelier that it cannot. Eight projects a year is not a constraint we apologise for. It is the consequence of taking each project as a separate question. The grid is rebuilt for the work. The type is chosen for the voice in the room. None of this transfers.

Eight is what is left after we have refused fifty. We refuse them not because they are unworthy, but because they are the right size for a different studio. The work is in not confusing them.