Before going into the design details, it is necessary to explain the relationship between The Shift and aircord. Like The Shift, aircord is a technology-driven creative collective based in Tokyo. The Shift is the counterpart and parent of aircord as well as responsible for creative work in a broader sense. Because of the relationship between the two, it was necessary for the design of The Shift to contrast with aircord, while at the same time keeping a connection.

The Shift's design is set to focus on 2D. This does not mean only focusing on typography or layout. It is the best way to show the contrast with aircord, which uses 3D elements. Following this guideline, each page is given an optimal theme and clear role in order to enrich the design. This is divided into 3 types: the static main page, with its emphasis on typography; the product page, with interactive 2D animation; and the research page, where free ideas are put into visual form. As an extra feature, you can see the past week's logos on the 404 page, so please check it if you are interested.