Project / Squarespace

Squarespace - Fluid Engine

Creative Studio: NotReal

I was invited by Not Real to join the creative team for the launch video of Squarespace’s Fluid Engine, a major update to how websites are built on their platform. My role focused on exploring and designing a variety of 3D beverage sets that visually reinforced the brand’s campaign message: "Make it yours." In parallel, I worked on visual explorations of abstract shapes, bold color palettes, and expressive 3D typography, all crafted to reflect the core idea of personalization and creative freedom.

VISUAL DEVELOPMENT / RnD PROCESS

DESIGNING CUSTOM 3D SETS FOR EACH BEVERAGE

A key part of the 3D scene creation process was designing custom 3D sets tailored to each beverage featured in the project. Each set integrated ingredients, color palettes, and design elements that made every visual feel unique and distinctive in its overall look. Different design directions were explored in terms of layout, composition, and spatial arrangement to craft compelling and cohesive visuals.

VISUALIZING STRUCTURE AND FLEXIBILITY

To reflect Squarespace’s grid-based design capabilities for building websites, a series of 3D explorations were developed using chairs as the main visual element. These scenes played with the idea of fluid arrangement over a visible floor grid, highlighting the flexibility and control users have when designing within structured systems. The compositions explored organic distribution within a defined layout, blending order and creativity in a visually dynamic way.

SHAPE EXPLORATIONS

I crafted a series of abstract elements — vibrant forms bathed in shimmering colors, iridescent surfaces, and layered backdrops. Each object was designed to embody fluidity, tension, and rhythm, evoking a sense of graceful dynamism that dances between light, color, and form.

FLUID WORD RND

The word Fluid was explored through various design approaches, experimenting with typography, colors, and 3D distortions to visually reflect the essence of fluidity. Each variation aimed to capture different facets of movement and transformation inherent in the concept of flow.

FLUIDITY

As part of the explorations to express the concept of fluidity, I also experimented with flowing fabrics in motion and liquid, focusing on materiality and behavior. These simulations featured iridescent colors that aligned with the overall aesthetic of the project, adding a sense of elegance, softness, and continuity to the visual language.