People can literally bring life into your product.

Even in the world of airbeds, you can make technology important.

Just because you have a kid in a photo, doesn't automatically mean it looks fun. (top left)

You can have more elements in a page and still make things look simpler.

Even with a limited budget, you can make things look sporty and professional. This main photo, for example, was photographed in a regular backyard pool.

The sky doesn't always have to be blue to bring out the summer feeling.

Which looks like a better-made boat?

A clean typography is often felt, but not necessarily noticed. Like clean air.

Even an accessory should be treated as something precious.

SuperSpa vs PureSpa. Just one word (and some good graphic design) could mean a world of difference.