Website Design

OWLED

Redesigning a Creative Agency's Website

Scope

Multi-page website
Component system in Figma

Role

Product Designer

A chiaroscuro-driven digital ecosystem for an AI-native creative agency handling massive monthly content volume.

We just wrapped up the new website design for OWLED, an AI-native creative agency managing massive monthly content production volume. The goal was to build a digital ecosystem that matches our operational speed and instantly signals creative trust to global brands.

The OWLED homepage with a dark baseline and neon accents — The OWLED homepage — deep dark baseline with neon accents.

If you'd like to learn more, please get in touch.

The Iterative Process: Visual Explorations

Arriving at the final design required navigating distinct structural phases.

A dark-mode layout built around a 3D glass logo.

Layout exploration using a technical grid and heavy typography — Exploration — technical grid with heavy typographic blocks.

Dark gradient layout exploration with oversized text and floating images — A dark gradient layout using oversized text and floating images.

Notebook-style exploration with video, doodles and serif text — A notebook aesthetic with video, doodles and serif text.

Phase 1 — Spacious Light Layouts

We pivoted to spacious light layouts to map out a clear hierarchy across company divisions without causing cognitive overload.

Phase 2 — Typographic & Grid Experiments

Variations like these tested heavy typographic blocks, technical grids, and neon accents.

The Direction

We fused the premium energy of the dark theme with the multi-page structure from Phase 2, splitting the business into dedicated pages once the direction was locked.

The loading animation that opens the site.

OWLED Films — a dedicated division page.

OWLED Social — the same system, different division.

Visual Architecture & Technical Details

Chiaroscuro & Luminescence

Built on a deep dark baseline, utilizing high-contrast neon accents and vibrant ambient backlights to separate modules cleanly without heavy borders.

Technical Grid Lines

Fine, low-opacity crosshair rules frame our fluid creative content inside a polished, highly organized framework.

Technical crosshair grid lines framing creative content — Crosshair rules holding fluid creative content in place.

The OWLED showreel module in the landing viewport — The showreel module inside the landing viewport.

The Ecosystem: Front-Row Access

Vision in Motion

A prominent showreel component sits inside the central landing viewport, exposing visiting brands to our production values the moment they scroll.

AI-Generated Media

The atmospheric looping video backdrops detailing our divisions were completely AI-generated using generative video tools.

Looping AI-generated backdrops across the ecosystem.

We built the showreel and looping backgrounds to be lightweight, optimizing all auto-playing components so they wouldn't impact page load times. Since the core of our pitch focused on speed and scale, ensuring high performance here was essential.

The Impact

+45% Session Duration

Front-loading interactive, AI-driven visual modules significantly increased the time prospective brand clients spent exploring our ecosystem.

−65% Update Friction

The component-driven system in Figma allows the internal team to drop in fresh case studies and swap division media in minutes without breaking layout hierarchy.

If I had more time on the project —

NEXT STEPS

Conversion Tracking

Instrument the showreel and division pages with scroll-depth and engagement events to tie session duration to actual inbound inquiry rate.

Client Portal

Design a gated client dashboard so brand partners can review production timelines and asset deliveries without leaving the OWLED ecosystem.