Detail is a developer tool, and developers are naturally skeptical to vague claims. So instead of positioning it as aspirational or abstract, we wanted the brand to feel direct and to-the-point.

The visual direction came from an unexpected place: “oddly satisfying” cleaning videos (think powerwashing mildewy brick walls or rug cleaning timelapses), that give you a visceral sense of "hygienic" satisfaction. That same visceral relief maps to code: most codebases have gross, hidden problems lurking inside them, and it feels genuinely good when they’re surfaced and removed. The sorting algorithm visuals became a technical expression of that idea: noise being scanned, shaved off, and cleaned up.