Design by Jenna
A calm digital storefront for a Finnish design brand
<1s
Mobile load time
100
Lighthouse performance
3×
Faster build via AI workflow
Where it started
A small design business needed an online presence that matched the quality of its physical work. Template site builders produced pages that looked generic, loaded slowly, and said nothing about the person behind the brand. The real problem wasn't the missing website — it was that every affordable option erased the brand's character.
What got built
I designed and built a custom site around the work itself: large imagery, restrained typography, and a browsing flow that feels like walking through a small studio rather than scrolling a catalogue. AI-assisted tooling kept the budget realistic — I used it for iteration speed, never as a substitute for design judgment. Every layout decision was made by looking at the actual products.
What changed
The brand now has a storefront that clients mention in their first message. The site loads in under a second on a phone, and the owner can update content without touching code.
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Small clients don't need smaller design — they need fewer, better-chosen features.
- 2
AI multiplies build speed only after the design direction is already decided by a human.
- 3
Performance is a brand attribute: a fast site reads as competence before a word is read.