The line between good and great gets held here.
Roll 03 / Frame 11
Every Mitra site crosses Sienna's desk before delivery. She joined the studio remotely from Singapore in 2026, after eleven years inside the industry — first at a London agency working across food, hospitality and independent retail, then four years in Hong Kong leading creative for restaurant groups and lifestyle brands.
Her brief is narrow on purpose. She isn't there to design the site. She's there to find the moments that make a site stop feeling like a website and start feeling like the cafe — the photograph that carries the room, the pause between sections, the typeface that knows when to step back.
She pushes back on every shortcut. Especially the ones that were almost good enough.
"Every cafe doesn't need a hero video. Most need a hero photo."A still you'd hang on a wall beats a four-second loop of latte art every time.
"Three buttons in a row means we didn't decide what the page was for."Pick the one thing the visitor came for. Make that the only easy thing to do.
"‘Where community meets coffee.’ If a hundred cafes could say it, none of them should."If the line doesn't fit only this room, it isn't the line. Cut or rewrite.
On the difference between dressing a brand and knowing one — and why most cafe sites confuse the first for the second.
Read →The job, mostly, is saying no — to the second photograph, the third typeface, the fourth section. What stays is the work.
Read →Subject line "For Sienna — " routes the brief direct. New cafes, rebrands, second locations — all welcome. Quiet inboxes only.