For Energy Central, I also took a much bolder approach for one of the ideas. For every project, I always push one idea that sits at the bolder end of the scale. It probably won't make the final cut, but elements of it usually do. The reason I do it? Presenting only "safe" ideas is underwhelming. I want clients to feel a buzz when they first see our work. The same excitement you get when you buy a new car or unwrap a present for the first time. That's the feeling I'm chasing every time I design.

Most websites fail before a single pixel gets designed. They fail in the brief. "Make it modern. Make it clean. Make it feel like... name any competitor" That's not a brief, it's a mood board pretending to be a strategy.. We just shipped a Framer site for an AI company. And we didn't open Framer for 3 weeks, just locked positioning, who's the buyer, what makes them stop scrolling, what objection hits first and what proof kills it. Then we wrote the site before we designed it, because every section needs a job. Built the whole thing in Framer in 10 days because the strategy was already done and there were no debates around copy, structure or style. just implementitaion. Then 2 more days on the final layer with scroll animations, micro interactions, page transitions. That's what turns a good site into one people actually remember. Fastest way to build a website is to not start with the website.

Love it, bro 🔥