CRUDE Studio

CRUDE is a design studio with a fundamental approach to work. It specializes in creating effective digital products, branding, and communications for growing businesses.

The task was to create a restrained and clear landing page that would allow clients to easily navigate the key aspects of the studio's work and reflect the brand philosophy through design. The main challenge was to avoid the typical interface overload common to design studios, maintaining a balance between minimalism and expressiveness. It was necessary to create a sense of user engagement with a minimalist approach and achieve animation consistency without flashy effects.

The website concept is based on a deep understanding of the CRUDE brand philosophy. We used the metaphor of the CRUDE name (raw, unprocessed) as the foundation for the visual concept, creating a logo and design system that convey the idea of processing and refining the original idea. A special font was developed for the website's creative elements. The logo was transformed into an interactive element. The technical implementation included using GSAP for elegant animations, SmoothScroll.js for smooth navigation, and Finsweet solutions for scalability. A significant amount of custom code ensured the uniqueness of interactive elements.

As a result, we created a website that fully conveys the brand character through a minimalist and intuitive interface. Unique details and animations are thoughtfully designed at a detailed level, which favorably distinguishes the site among competitors in the niche. The project provided space for further brand development and achieved an impressive 96 points in Google PageSpeed Insights, despite the abundance of custom code.