Aethr
Website and brand for an agent search-and-routing platform.
Web Design
Positioning
Animation
Branding

Role
Your Role
Year
2026
Contribution
Designer
Platform
Web
The way I see it, the website isn't marketing that sits next to the product — it kind of is the product, the thing that tells you what it can do. Aethr lived in a terminal, and a CLI doesn't advertise itself: people opened it, asked one question, and stopped, with no idea it could do ten times more. But the bigger bet was structural — this was a pre-PMF startup, so I built the whole thing assuming the positioning would shift, probably soon. The system runs off a single accent variable with modular components, so a rebrand becomes a content change, not a teardown.
I built expandable depth into the page so curious people pull the detail themselves, instead of hiding it behind a "book a call" gate that screens out the exact technical folks most likely to get it. Since the pitch was hard to prove in a headline, I used synchronized animations that get more ordered as you scroll, so the product feels coordinated before any words explain it. And I broke the rhythm on purpose — alternating structured sections, animation, and stripped-back moments — because modern sites train people to skim, and a skimmed page is a lost user for a product this dense.
Then the bet got tested for real. Derek pivoted the entire company — from a CLI tool to search and routing for the agent economy, a completely different product with a completely different story. The whole repositioning shipped as copy changes, not a rebuild — the system absorbed a total strategic shift without a teardown. That's the honest measure of the work: not a traffic chart, but a foundation that held when the thing it was built for changed underneath it.










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