Challenge

A brand system is a starting point, not a website. Further had built a sophisticated identity, overlapping-lens geometry, a data layer for technical diagramming, an emotive gradient space — but taking that into a live, navigable site meant solving a different problem under serious time pressure: how a fast-moving, technically dense AI product reads on screen without losing the warmth and human signal the brand was built to carry.

Approach

Working as design lead alongside Made by ON, I interfaced directly with Parloa and the brand team across UX and UI — translating the identity system into a working site from concept through to launch. The work sat at the intersection of brand fidelity and product clarity: holding the emotional register Further established while making a complex enterprise offering legible to high-value technical audiences. Pacing, hierarchy, motion and how the identity's geometry holds up under real product density.

Outcome

Delivered through a high-stakes, fast-turnaround sprint, the site launched as part of Parloa's broader brand rollout contributing to the company's $350M Series D raise and positioning it as a leader as application-layer AI begins to scale.