Design Strategy

The ILR website is built mobile-first and responsive with a flat design. The most important part of responsive web design is that no matter on which screen you’re looking at the website the content is accessible in an optimum display. The best responsive designs are those that allow a visitor to go from one display to another, but with the feeling that these experiences are part of a greater whole.

Why Flat Design?

Flat design is contemporary, economical and responsive. A clean mobile-first approach to layouts with concise text and clear calls-to-action allows the site to adjust to various devices and screen widths. Flat design is economical in that it relies more on good typography and use of white space instead of designed elements.

Designed elements cost more in time and resources. Simple design elements require less memory and therefore load faster.

The use of CSS transitions offers dynamic and interactive content while replacing large animation files and reducing the need for third-party plug-ins.

Strategically placed photos, videos and block quotes are used to emphasize the content, when needed, instead of congesting the page and competing for attention with the content.


Flat, clean designs require a consistent use of white space. Web pages are laid out in horizontal sections. Alternating white and grey backgrounds help delineate sections on the page. Bottom borders may be included to separate design elements from each other.

The use of wide margins on the left and right is deliberate, they help establish the layout. Top and bottom padding and margins for parent elements share the same height.