Crux Intelligence
Year
'22
Client
Crux Intelligence
Service
Web Design
Challenge
AI and data platforms tend to prioritise credibility over clarity — dark interfaces, abstract visuals, and language that assumes you already understand what they do. Crux needed the opposite: a site that could stop a decision-maker mid-scroll and make the value obvious in seconds, without losing the sense that the product was sophisticated.
Solution
We built the site around a problem-first narrative — leading with the questions and frustrations the audience actually has before introducing what Crux does. The design uses bold display type, a tight colour system, and deliberate white space to create pace and hierarchy. The small motion and video cues were fun to make and mind-bending to figure out. The colour blocks and geometry keep it from feeling corporate without making it feel like a startup trying too hard. Everything points toward one thing: get someone to book a demo.
