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.

Normalized units of work. Benchmarked against comparable teams, last 13 weeks.

104/wk
90th percentile
03875113150Median · 60Median · 60Jan 19Feb 2Feb 16Mar 2Mar 16Mar 30Apr 13

Let's

Make

Something

The best projects start as a conversation, not a brief. Send me a bit about what you're building and where you're stuck — if there's a fit, we'll take it from there.

Let's

Make

Something

The best projects start as a conversation, not a brief. Send me a bit about what you're building and where you're stuck — if there's a fit, we'll take it from there.

Let's

Make

Something

The best projects start as a conversation, not a brief. Send me a bit about what you're building and where you're stuck — if there's a fit, we'll take it from there.

Toronto
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© 2026, Assembly Design Labs
All rights Reserved.

Cookie Policy

Toronto
--:--

© 2026, Assembly Design Labs
All rights Reserved.

Cookie Policy

Toronto
--:--

© 2026, Assembly Design Labs
All rights Reserved.

Cookie Policy

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