Context
The brief.
Coodel is an engineering studio: apps and web platforms, built by people and accelerated by AI. It does what we do, which made the brief easy to state and hard to meet. A studio that builds websites knows exactly what a good one looks like.
We started with the emblem and a handful of colours. Everything else, from the direction to the motion system, we worked out together. The site is still in build.
What does an engineering studio’s own site look like, when the client could have built it themselves?
Context
The problem.
The client knows the craft.
Every shortcut would be spotted. Every choice needed a reason.
Almost nothing to start from.
An emblem and some colours. No type, no system, no direction yet.
Text-heavy by design.
The client wanted the thinking on the page, so the motion had to help people read, not fight them.
Approach
How we played it.
Draft until it’s obvious.
More than 35 drafts, until the direction stopped being a debate.
Engineering you can see.
A system of nodes joined by glowing lines, and a heatmap of commits on the home page.
Sparkle, don’t shout.
The client’s words: light movements, a sparkling moment. The backgrounds move. The type stays still.
Outcome
What we built.
A coming-soon page that already works.
The emblem in CSS 3D, a scrambling “Coming soon” and a waitlist that lands in a Google Sheet.
A node-system hero.
Scroll draws the studio as a network of connected nodes.
Hand-written WebGL.
Shader backgrounds written from scratch, without a 3D library, so they stay light.
A full site behind the door.
Home, services, portfolio, case studies, careers and a lab, ready for launch.
Outcome
Where it landed.
- Drafts before the direction was settled
- 35+
Conclusion
What we took away.
Drafts are the conversation.
With a client who knows the craft, showing beats arguing. Each draft settled a question.
Earn it from the emblem.
Every colour and shape on the site traces back to the mark they gave us.
Peers make good clients.
They know the work, so they know what it’s worth.
