Aurel

Custom brand sites live or die on identity, and identity is the hardest thing to brief in the abstract. So instead of describing what I can do, I built it: a fictional studio, Aurel, taken all the way to a finished, shippable site, twice, in two directions that share nothing but the name. It's a demo whose whole job is to make range tangible.

1. 01

   A demo only lands if it's actually finished. Both directions had to feel like real, shipped brands, not mockups, or the point collapses.

2. 02

   The two identities had to be genuinely opposite, electric versus editorial, while both still reading as confident and intentional rather than as a coin-flip.

3. 03

   Motion had to carry the brand without wrecking load: a flow-field hero and an aurora hero are both easy to make heavy.

Two full design systems, built end to end. The electric direction (live at aurel-studio.vercel.app) runs on Syne display type with a flow-field animated hero, bold and kinetic. The editorial direction (aurel-editorial.vercel.app) runs on Bodoni with an aurora hero, quiet and luxurious. Same content, opposite souls, both shipped to Vercel. It doubles as a reference for how I work with Claude in the design loop to move fast without the output looking generated.

Two live demos I point to when a client can't picture what their site could be. It makes the abstract concrete: not "I design brand sites," but "here are two finished, opposite ones, pick a feeling." The fastest way I've found to get a brand conversation past adjectives.