You’ve probably seen it before.

You open an agency’s website or a freelancer’s portfolio. At the very top of the homepage, it says:

We design for startups.

You wait 3 seconds. The last word fades out and a new one fades in:

We design for agencies.

Wait 3 more seconds:

We design for founders.

I call this design pattern The Wheel of Nothing: a rotating list of audience segments meant to impress through inclusion and draw attention through motion… for absolutely no reason.

Revered brand studio Pentagram recently launched a new website. To my surprise, the homepage features the Wheel of Nothing front and center, boldly claiming:

We design Everything for Everyone…before cycling through more specific combinations every few seconds.

Dan Mall, a husband, dad, teacher, creative director, designer, founder, and entrepreneur from Philly. I share as much as I can to create better opportunities for those who wouldn’t have them otherwise. Most recently, I ran design system consultancy SuperFriendly for over a decade.

Read more at Dans' website https://danmall.com/posts/the-wheel-of-nothing/