Responses by Neutral Studio and Warm & Fuzzy.
Background: The purpose of the website is to attract both clients and people by showcasing a wide range of Warm & Fuzzy’s work and clearly communicating the studio’s capabilities. The previous site was heavily focused on the work, with a small contact page. This new website needed to be more of a complete picture of the studio—somewhere prospective clients could quickly browse the work and get in touch, while also learning more about Warm & Fuzzy’s team, personality and history.
Design core: This project was different for us because we started with the brand work before moving into the website. We’re often handed an existing identity and asked to bring it to life digitally, so being involved from the beginning meant we could consider the brand and website as one thing rather than treating the website as an afterthought.
We spent a lot of time exploring how to bring Warm & Fuzzy’s laid-back, creative personality into the experience, while making sure the work remained the focus. A big part of this was exploring a mix of 2-D and 3-D, reflecting the different media that the studio works across.
Challenges: There wasn’t one particularly difficult part of the project. The bigger challenge was knowing when not to overdo the brand. When a website is designed to help a creative studio win new work, the work itself needs to have a voice. We wanted the site to feel unmistakably Warm & Fuzzy without the branding competing with what it actually does. A lot of the process was therefore about finding the right balance between personality and restraint.
New lessons: We were reminded that not every website needs to be completely serious. Warm & Fuzzy wanted the site to be fun but still communicate that it’s a serious creative studio. We found that the best way to achieve that balance was to spend a lot of time early on pushing ideas out quickly. Rather than trying to perfect things immediately, we could experiment, see what felt right and use that to guide the next iteration. That freedom to explore was a big part of what made the project enjoyable.
Special technical features: The 3-D shapes are one of the more technically interesting parts of the site. We built a small custom pipeline that takes the flat SVG letters from the brand work, extrudes them into 3-D and compresses them into tiny binary files. The site reads those files directly, with everything rendered using raw WebGPU rather than a heavy 3-D library.
We also built a custom page-transition system that knows where a visitor is coming from and where they’re going. Case studies slide up over the current page, while other pages can be dragged away like frames on a design canvas. The site also respects reduced-motion preferences, so these effects can be significantly simplified when needed.
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