Platform:
Squarespace
Agency:
UpSpring PR
Platform:
Squarespace
| Agency:
UpSpring PR
Because this was a new company led by an industry veteran, the site needed to establish credibility quickly while remaining flexible as the business took shape. Early on, it became clear that a basic, templated approach would not support a brand operating at the intersection of technology and livability.
I partnered with the senior designer during brand exploration, then led the design of an initial landing page that functioned as both homepage and full site during the company’s early growth. This page served a dual purpose: supporting immediate business development and PR needs, while acting as a strategic foundation for the broader site. Research into comparable emerging brands and industry peers helped inform how much information to surface upfront and how to balance clarity with ambition.
Once approved, this landing page became a shared reference point. Its structure, patterns, and interactions were expanded and repurposed across the rest of the site, allowing the team to move quickly without slowing momentum as the business gained traction. This approach ensured consistency, reduced decision fatigue, and kept the focus on supporting evolving goals rather than redesigning from scratch.
To reinforce the brand’s emphasis on experience and innovation, I explored interaction patterns that could communicate sophistication without overwhelming users. Drawing inspiration from the client’s work in lighting and automation, I designed and implemented a set of custom hover interactions that subtly respond to user input.
These animations create a soft glow effect and motion cues that echo the physical environments the company designs, adding depth while remaining restrained. The result is an interface that feels responsive and intentional, reinforcing the brand story through interaction rather than decoration.
To reinforce the brand’s emphasis on experience and innovation, I explored interaction patterns that could communicate sophistication without overwhelming users. Drawing inspiration from the client’s work in lighting and automation, I designed and implemented a set of custom hover interactions that subtly respond to user input.
These animations create a soft glow effect and motion cues that echo the physical environments the company designs, adding depth while remaining restrained. The result is an interface that feels responsive and intentional, reinforcing the brand story through interaction rather than decoration.
As the site expanded, flexibility remained a core requirement. I focused on creating a system that could accommodate growth without becoming brittle or overly complex.
Through the thoughtful use of third-party integrations and reusable components, the site supports advanced animations and adaptable layouts while maintaining a cohesive structure. This approach mirrors the client’s own philosophy: operating within a stable framework that allows for experimentation and evolution, rather than being constrained by rigid templates.
