THE WHEEL OF NOTHING

Summary from the TLDR Design newsletter

Many websites use a rotating headline tactic—dubbed “The Wheel of Nothing”—to cycle through audience types in a bid for inclusivity, but it often feels generic and unfocused. Even top design firm Pentagram recently used this approach, though its deeper messaging shows a much clearer brand identity. The takeaway: strong branding demands focus—trying to appeal to everyone risks resonating with no one.