THE CRUX
Selected Concepts

Work that
holds up.

Speculative high-fidelity concepts — strategic rebuilds of mid-sized businesses. Every decision has a rationale. Every layout has a conversion objective.

001
Selected ConceptWeb Development + Design

Meridian Hotels

A luxury hospitality brand deserved more than a booking engine.

Complete digital redesign for a mid-sized European hotel group.

RedesignNext.jsHospitalityConversion Optimization

Problem

Meridian's existing site generated bookings through friction, not experience. Outdated structure, no brand authority, and a conversion rate far below industry standard.

Approach

Full digital identity audit, new visual language from ground up, Next.js rebuild focused on speed and booking flow optimization. Every page redefined with intentional hierarchy.

Outcome

A hospitality platform that feels premium from first load. Designed to increase direct bookings and reduce OTA dependency.

002
Selected ConceptUI/UX Design & Branding

Norta Finance

Institutional credibility at consumer scale.

Brand system and UI design for a European fintech platform.

BrandingUI DesignFintechDesign System

Problem

Norta needed to compete with established financial brands without the legacy overhead. The product was strong. The brand wasn't.

Approach

Built a restrained visual identity anchored in trust and precision. Designed a full UI system across web and mobile — clear hierarchies, structured data display, frictionless onboarding.

Outcome

A fintech presence that reads as institutional-grade — immediate credibility, clean UX, and a brand that scales.

003
Selected ConceptWeb Development + Advertising

Velta Commerce

From traffic problem to conversion system.

Performance rebuild and paid growth for a D2C brand.

eCommercePerformanceMeta AdsGoogle Ads

Problem

Strong product, poor digital infrastructure. Velta was spending on ads but losing customers at the storefront. Poor load times, weak landing pages, and no attribution.

Approach

Rebuilt the storefront with Next.js for sub-second load. Redesigned product pages for conversion. Built a full-funnel ad architecture across Meta and Google with proper attribution.

Outcome

A scalable growth system — clean frontend, targeted paid acquisition, and measurable revenue impact from day one.

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