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Luja scaling is a concept developed by James Atkins at jamesatkinsdesign.com and Luke Scheybeler at scheybeler.com
It is part a of a new manifesto for a design and branding on the web that throws away a lot of the adopted and assumed standards that have arrived in the last 10 years by 'web designers'.
We believe a lot of the current approaches are misguided, out of date or only partial solutions (RWD to name one). A lot of the dots are not currently being 'joined up'.
We're preparing our case and will bring you more on the manifesto and examples during 2011/12.