Responses by Clayton Fuller, partner and managing director, Studio Freight.

Background: Easol is an e-commerce platform especially built for selling experiences. Shopify, WordPress, Squarespace and Etsy—and so many others—are great platforms if you’re selling things, but they’re lousy when it comes to the complexities of selling nonthings. Easol is an online oasis for those who create and sell experiences, whether it’s a festival in the mountains, a yoga retreat in the desert, a virtual cooking class or any other experience you can imagine. Ultimately, Easol is all about sharing moments, not things—and supporting those who make those moments every step of the way.

Favorite details: The experience creators that Easol serves are constantly dreaming up life-changing moments to share with others as a business. We had the best time creating an expansive illustration catalog, which enables us to tell stories and ideas where words and photography fall short—even though we’re proud of those too. The illustrations enable us to make the website a destination experience itself, where we can allude to any experience—even the ones that, for now, exist only in our minds.

Time constraints: As a venture-backed company experiencing explosive growth, time is not a luxury for Easol. We actually had to take a phased approach to the website, wherein we launched with just the home, pricing and FAQ pages. Even now, we’re pushing additional pages live nearly every week! The website is a well that we’re digging deeper as we go.

Technology: Contentful, React, Next.js, react-spring.