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This project started with one sentence from the client: "We don't want to look like a bank"
Their site was nearly 10 years old, and they wanted to feel more like a hands-on, founder-focused team.
I broke down the full process in my latest YouTube case study:
https://youtu.be/HTNo_T7PuE4
If you're a designer, you'll see the thinking behind each decision.
If you're a founder, you'll see how design shapes perception.
Let me know what you think!
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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Building can be the safest place for a founder to hide. I have caught myself doing this.
When the business side gets uncomfortable, it is easy to retreat into the product. Fix another feature. Rework a flow. Make something cleaner.
That work is real. It also happens to be controllable. The market is not. The market can tell you the positioning is wrong, nobody is seeing it, nobody cares enough yet or you actually have to sell.
Sometimes the next feature is progress.
Sometimes it is avoidance dressed up as productivity.
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Day 3 of building Strum out in the open 💡
Building something new is equal parts hustle and vision, but seeing the momentum build over the last 72 hours confirms we’re solving a real problem for creators.
Strum was created to give high-margin digital products—from dev tools to 3D assets—the dedicated distribution and 80/20 revenue split they deserve.
To prove our commitment to your growth, tomorrow we’re announcing an exclusive launch promo: we are funding 7 days of targeted ad campaigns for every single founding creator in our launch catalog.
To every creator putting in the work to build great products: keep going. Check back tomorrow for full promo details and early access! 🔥
LOve it
This project was slightly out of my comfort zone.
Most of my work tends to be warmer, more elegant and feminine. So when this client asked for something very rigid, minimal and clean, I knew I was going to have to approach the project differently.
They are architects, and they wanted their structural, precise and highly organised way of thinking to come through in the website.
I have to admit, I was a little scared at the beginning.
It’s always interesting when a project doesn’t immediately feel like “you”. There’s a temptation to bring your own aesthetic into everything you create — but sometimes the real challenge is knowing when not to.
Looking at the final website now, I actually love how consistent it feels with their identity.
And perhaps that’s the real goal of design: not to make everything look like your work, but to create something that feels unmistakably like your client.
Have you ever worked on a project that was completely outside your usual aesthetic? Did you embrace it, or did you find yourself trying to bring it back into your own visual language?
