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Built Instant Brand Recall with Brutalist Design Identity
Entertainment
We were asked to design and develop a new site that feels unmistakably “YC”: bold, fast, and culturally fluent, while still being crystal-clear for two audiences (brands/labels and fans/creators). The scope covered visual identity on the web, copy, interactions, and a clean CMS-driven build.
A distinctive, high-energy website that reads premium and clear for enterprise partners while feeling native to creator culture. The motion system guides scanning, the map situates the network, and the responsive build holds up beautifully on phones. The CMS and components make future campaigns and pages quick to spin up.
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Deliver a brutalist-leaning look that’s energetic, not chaotic; keep the hot-pink brand color as the hero without sacrificing readability; build motion that adds meaning (not gimmicks); and make the whole thing feel as good on mobile as it does on desktop. Also: show geographic reach with a map that actually helps navigation.
We built a four-page, mobile-first site in Webflow with a punchy brutalist system (high contrast, heavy display type, generous spacing) anchored in YC’s pink. We wrote conversational copy for both ICPs, created supporting visuals with AI art-direction, and used GSAP for purposeful motion—scroll-linked reveals, marquee loops, and contextual accents. A custom Mapbox section with branded markers communicates where YC operates.
Discovery & Strategy
Split the site around two journeys (Brands/Labels ↔ Fans/Creators). Defined page goals, primary CTAs, and what content each audience needs to say “yes.” Mapped the visual language to the existing logo/palette so the site extends the brand rather than reinventing it.
✍️ Messaging & Content
Conversational copy that explains value in plain language: what YC does, how a campaign runs, what creators get, and how to join. Microcopy for forms, tooltips, and section intros to reduce cognitive load. Clear CTA framing for both funnels.
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🎨 Visual Design
Brutalist-inspired system: strong display type, asymmetric layouts, and confident use of YC pink on dark backgrounds with accessible contrast. Card patterns for “What we bring,” proof tiles, and team. AI-assisted imagery (curated and edited) to keep the look cohesive across sections.
🧩 Animations & Motion
GSAP + ScrollTrigger for section reveals, marquee ribbons, and on-scroll emphasis; subtle parallax on hero imagery; timed easing so motion feels intentional rather than flashy. Motion guidelines documented to keep future additions consistent.
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⚙️ Development & BuildWebflow CMS for case studies, team, and cities; componentized sections for hero, proof bars, CTA bands, and forms. Custom Mapbox embed with branded marker graphics and location filtering. Form validations, accessible focus states, and image optimization for fast loads. Thorough breakpoint QA to ensure the mobile experience feels designed—not downsized.
UI Designer, Webflow Developer, Creative Designer, Project Manager.
Product Design: Figma
Product Architecture Design: FigJam
Development: Webflow
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