When navigating to the Perfectly Imperfect site, you’re prompted to create a Pi.fyi account, an antidote to the fatigue of eye-glazed doomscrolling. Doomscrolling refers to the virtually endless pit of habitual scrolling; a term named word of the year by Oxford Dictionary which creeped into public lexicon as Covid hit. It’s no surprise that, in 2025, brain rot was added to the Oxford Dictionary following a public vote.
Talking about the design for Perfectly Imperfect’s social site pi.fyi, on the other hand, Tyler says: “The design calls back to an era where algorithms didn’t dominate your day-to-day experience on the internet.” Tyler rejects the homogenisation of web design and decided to swerve Perfectly Imperfect into a lane of its own, inspired by the early internet aesthetics of “solid but saturated colours, lack of texture, MS Paint-style airbrushing, and a singular broadcast-style aesthetic”, Brent David Freaney tells us. Brent’s studio Special Offer collaborated with Tyler to bring the best parts of early internet’s visuality, whilst still creating something that belongs in 2025. Some fun facts: Pi.fyi’s colour system was modelled from 1990s McDonald’s brand and style guidelines, and the spray paint logo was inspired by an old Teenage Fanclub band t-shirt Tyler got on eBay.
The platform thrives in the chaos, all born from its visible human touch. “A lot of the core pages that users spend time on (the home page, profiles, etc) are designed to look more like a magazine than a social site.” The visuals are deliberately flat, featuring few animations, in order to let the design cut through. The mixture of a home page presented as acting front page, with editorial content, user posts, profiles adorned in large image paired with bold bordered text, and written content pouring from the right side of the screen. Tyler says: “It’s this approach that’s led us to calling Perfectly Imperfect a ‘social magazine’.” Tyler is inspired by the likes of Index Mag, MySpace, and i-D, among others – all boundary-pushing platforms which hold a cultural authority.
From the social side, you can easily navigate back to editorial index. Both editorial and social are inextricably linked together, making both the user’s and guests’ tastes as important as each-other, and curation is a shared entity. Speaking on the curatorial aspect of Perfectly Imperfect, Tyler says: “We try to feature people who define culture in some way, whether it’s top-down from the biggest celebrities in the world, or bottom up from underground musicians, artists, and filmmakers.” With every evolution, Perfectly Imperfect are reshaping the social experience, without hierarchy, without noise, and most importantly, without succumbing to the dreaded social algorithm we’ve been forced to endure.