Interfaces, identities and print, Interfaces, identities and print, UX/UI, interaction and motion, Front-end, fast and accessible, Logos, brands and guidelines, Print, packaging and posters, designed with care. made with Tafidea.

Trading name

Tafidea

Proprietor

Esam Altaf, trading as Tafidea (sole trader)

Address for service

Esam Altaf
4th Floor, Silverstream House
45 Fitzroy Street
Fitzrovia
London
W1T 6EB GB
Letters only: no parcels or deliveries needing a signature. Please email first.

Email

hello@tafidea.com

VAT

Not VAT registered

Last updated: 23 October 2026

Who I am

This website belongs to Esam Altaf, a sole trader trading as Tafidea. I'm responsible for any personal information you share with me (the "controller", in data protection law). You can reach me at hello@tafidea.com or by post at Esam Altaf, 4th Floor, Silverstream House, 45 Fitzroy Street, Fitzrovia, London W1T 6EB GB.

What this website collects

Nothing on your device. The site has no cookies, analytics, tracking, forms or accounts, and it stores nothing in your browser.

Like most websites, it's delivered by a hosting company, Netlify, Inc., whose servers briefly log technical details of each visit (your IP address, browser, the page requested and the time) to deliver the site and keep it secure. Netlify keeps these logs only for as long as it needs them for those purposes. My lawful basis is my legitimate interest in running a website that works and stays secure. Netlify is based in the United States; see "Where your information is stored" below.

When you email me

I receive your email address, your name if you include it, your message and anything you attach or paste in, including a message written with the plan on this site.

I use this only to reply and to talk about your project. My lawful basis is my legitimate interest in answering enquiries about my business and, if you're asking for a quote, taking the steps you've asked for before we agree a contract.

If we work together

I keep your contact details, project correspondence, files you give me, and invoices. I use them to carry out our contract (lawful basis: contract) and to keep the accounting records the law requires (lawful basis: legal obligation).

How long I keep it

• Enquiries that don't lead to work: deleted within 12 months of our last contact.
• Client records and invoices: kept for six years after the end of the tax year they relate to, as HMRC requires, then deleted.

Who else sees it

Only the services I need to run the business: my email provider (Microsoft 365, supplied by GoDaddy) and my web host (Netlify). Each acts on my instructions. I never sell your information, never share it for advertising, and never add you to a mailing list without asking.

Post sent to my business address

My business address is a virtual office run by a mail-handling company, which receives and scans post on my behalf. Their privacy policy says they may use scanned post, in anonymised form, to improve their automated systems, including AI. If you'd like their details, or would rather send me something another way, get in touch and I'll arrange a more suitable address or method. Where you can, please email rather than post, especially anything with personal information in it. The address can't accept parcels or deliveries that need a signature, so please email me first if you need to send something like that.

Where your information is stored

Some of these services may store information outside the UK and the European Economic Area, including in the United States. Where they do, the transfer is protected by the UK–US data bridge or the UK's approved data transfer contracts, depending on the provider.

Your rights

You can ask for a copy of the information I hold about you, ask me to correct or delete it, ask me to restrict or stop using it, or ask for it in a portable format. Email me and I'll reply within one month. There's no charge.

Complaints

If you're unhappy with how I've handled your information, please tell me first so I can put it right. You can also complain to the Information Commissioner's Office (ico.org.uk, 0303 123 1113) or, if you're in the EU, to your local data protection authority.

This site doesn't use cookies, analytics, tracking pixels or any browser storage (such as localStorage or sessionStorage). It doesn't load anything from other companies' servers either: the fonts and scripts are hosted with the site.

The light and dark theme switch and the project plan work only during your visit and remember nothing afterwards, so there's nothing to accept or decline.

If this ever changes, this statement will be updated first, and nothing optional will be stored without your permission.

I use AI tools in good faith to help with my work: brainstorming ideas, drafting text, writing and checking code, and making a small number of illustrative images. I direct and review everything, and the design decisions are mine.

The illustrative images are people seen from behind or at a distance inside the case-study demos. They don't show real people, real clients or real products, and they were made on a paid plan that allows commercial use.

When I work with you:

• If you'd rather I didn't use AI on your project, just say and I won't.
• I won't upload your files, images or information to an AI tool without asking you first.
• If I'd like to use code or design assets made with AI tools in your project, I'll tell you clearly first. If you say no, I won't.

I don't use AI to copy real people, brands or other artists' work. The photo of me and the interface designs in my case studies are my own work.

Last updated: 28 October 2026

I want this site to work for everyone. It aims to meet the Web Content Accessibility Guidelines (WCAG) 2.2 at level AA.

What has been tested

• Every text colour meets the AA contrast ratio, in both the light and dark themes, measured on the finished page.
• Everything can be used with a keyboard alone, and the focused item is always visible and never hidden behind the top bar or bottom menu.
• The page works at 320 pixels wide and at 200% zoom without sideways scrolling.
• If you've asked your device to reduce motion, animations, the custom cursor and video autoplay are switched off, even if you change the setting during a visit.
• The moving banner and the case-study videos can be paused, other animations stop within five seconds, and the project plan works by tapping, clicking or with the keyboard.
• The content works without JavaScript.

Still to test

The checks above were made in Chrome-based browsers. I haven't yet tested the site with screen readers (such as VoiceOver or NVDA), in Safari or Firefox, on a real iPhone or Android phone, or with Windows High Contrast mode. I'll test these and update this statement with what I find.

Known limitations

• The case-study videos have no sound. Each one has a written summary beside it.

Tell me about a problem

If anything on this site is hard to use, please email hello@tafidea.com and I'll reply within 5 working days and send the information in another format if you need it. If you're not happy with my response in the UK, you can contact the Equality Advisory and Support Service.

Last updated 20 October 2026

How I work, in plain English. Every project starts with a written quote. The quote and these terms together make our agreement; if they ever differ, the quote wins.

Quotes and scope

Each quote sets out the work, what you'll receive, how many rounds of changes are included, the timeline and the price. A quote is valid for 30 days unless it says otherwise. Anything outside it is quoted and agreed with you in writing before I start it.

Prices and payment

I work with businesses of every size. Every project is priced individually in a written quote: tell me your budget and I'll do my best to shape the work to fit it. The price in your written quote is the one you pay.

Prices are in pounds sterling unless the quote says otherwise. I'm not registered for VAT, so no VAT is added. How and when you pay is set out in each quote, for example in full on completion, in stages, or with part paid before work starts. Invoices are due within the time shown on them, or 14 days if none is shown. If an invoice is overdue, I may pause work until it's paid. For business clients, late payments may carry statutory interest and compensation under the Late Payment of Commercial Debts (Interest) Act 1998.

Changes

The rounds of changes in your quote are included in the price. Further changes, or new work, are charged as quoted, and I'll always tell you the cost before doing them.

Your part

Projects run on time when content, feedback and approvals arrive when agreed; if they're late, the timeline moves with them. Please check everything carefully before you approve it, especially text, spellings, prices and print proofs. Once you've approved something, fixing mistakes in it counts as new work.

What you receive

You receive the final files in the formats listed in your quote, for example PDF, PNG or SVG for designs, or the finished website's files for web projects. Websites are handed over as files for you to put online with a host you choose, in your name; I don't host websites or manage domains unless we've agreed it in writing as an exception. Working files (layered design files, drafts and project files) and editable source files aren't included unless the quote says so; they can usually be supplied for an extra fee.

Fonts, stock images and other licensed materials aren't passed on with the files, because their licences belong to whoever bought them. If you need to edit the work or use those materials elsewhere, you may need to buy your own licences, and I'll tell you which.

I keep project files for 12 months after a project ends, so I can help with small follow-ups, but I can't guarantee them after that. Please keep your own copies of everything I send you.

Ownership

When you've paid in full, you own the deliverables: the final designs and code made for you, as listed in your quote. Until then, they remain mine. Drafts and ideas you didn't choose stay mine. My tools, templates, starter designs, methods and reusable pieces of code stay mine, including when I use them to make your work; you get a permanent right to use them as part of your project, but not to resell them or use them for other projects. Fonts, images, software and other materials from other companies stay under their own licences; I'll tell you about any you need to buy or keep up. I may show the work in my portfolio, unless you ask me not to or it's confidential.

Your materials

When you accept a quote, you confirm that anything you give me to use (text, logos, images, data) is yours or that you have permission to use it, and that it's lawful to publish. I don't check who owns the materials you send, and you're responsible for them. If you're a business client and someone makes a claim against me because of materials you supplied, you agree to cover my reasonable costs and losses from that claim.

Other companies' services

Hosting, domains, printers, shop, booking and ticket services and other services from other companies are supplied under their own terms, in your name. I can suggest options, but I'm not responsible for their prices, outages or changes.

Confidentiality and personal data

I keep your business information confidential and use it only for your project. My standard work doesn't collect or store anyone's personal information: the websites I build use phone and email links rather than forms, and link to other companies' services for buying or booking. Anything that would collect personal information, such as forms, bookings or accounts, is bespoke work with a private quote, and if it would mean I handle personal information on your behalf, we'll sign a written data processing agreement first.

Liability

I'll carry out the work with reasonable skill and care. I can't guarantee particular results, such as sales, search rankings or approvals from third parties. After handover, you're responsible for where and how the work is published, used and kept up to date, and I'm not responsible for changes made by anyone else.

If you're a business client, my total liability for any project is limited to the fees you've paid for it, and I'm not liable for indirect losses or loss of profit, revenue, data or goodwill. If you're a consumer, I'm responsible for losses you suffer that were a foreseeable result of me breaking these terms or failing to use reasonable care and skill.

Nothing in these terms limits liability for death or personal injury caused by negligence, for fraud, or for anything else the law doesn't allow to be limited. If you're a consumer, nothing here affects your legal rights.

Cancelling

Either of us can end a project by telling the other in writing. You pay for work done up to that point. If you're a consumer, you also have 14 days after agreeing to cancel for any reason; if you ask me to start within those 14 days, you pay for the work done before you cancel.

Refunds

If a project ends early, you pay for the work done up to that point, and I refund anything you've paid beyond that within 14 days. If your quote includes a payment before work starts, it says whether that payment is refundable. If you're a consumer, none of this affects your legal rights, including the 14-day right to cancel above.

Things outside our control

Neither of us is responsible for delays caused by events outside our reasonable control, such as serious illness, power or internet failures, or a supplier going out of business. If that happens, we'll tell each other promptly and agree new dates.

Problems and complaints

If you're unhappy with anything, please tell me in writing and I'll reply within 14 days. Most problems can be sorted out with a conversation.

Law

These terms are governed by the law of England and Wales, and disputes with business clients go to the courts of England and Wales. If you're a consumer, you may also have the protection of the law and courts where you live.