DMC: WEB SITE 'UNDESIGN' HITS THE INTERNATIONAL PRESS The new, uniquely online aesthetic - termed 'undesign' by some after Tibor Kalman - isn't so much about utilitarian minimalism as usability, reductionism and subtlety. According to Justin Kirby of viral marketing specialist Digital Media Communications Ltd, "The web has finally found its voice. Design has become a way of bringing content out, not an excuse for lack of content."