It was trying to pitch advertisers and publishers on one page, so I made advertisers the main path and gave publishers their own track — plus a section that just explains what a "publisher" even is, since nobody knew. I wireframed the whole narrative before touching design, so the story drove the layout instead of the reverse. And instead of one-off AI imagery, I built one modular brand system tied to the "thread" idea — pieces you pull from, never the whole look dumped on screen at once.