Responses by Sara Guedj, founder and creative director, Nothin’.

Background: Nothin’ is an augmented-creative studio in Paris. We work on branding, editorial, art direction and AI for fashion and luxury brands that refuse the generic. The site is our manifesto rather than a catalog: in a few seconds, it has to make brand directors and creative leads feel that we don’t sell a house style but a point of view. Our line is “Not a style, a perspective,” and every screen had to prove it. The audience is small and demanding: brand and marketing directors at fashion and luxury houses and the agencies around them. They see hundreds of studio websites; we wanted them to remember our site.

Design core: A strict black-and-white typographic canvas, so that the work and the motion carry all the color. The Nothin’ wordmark is alive: its textures keep shifting, and it never looks quite the same twice. A full-screen showreel takes over the page like the opening of a runway show. Everything else is kept to a minimum on purpose. If an element doesn’t serve the perspective, it isn’t there.

Favorite details: The wordmark. A logo is usually the most fixed thing a brand owns; ours is the most unstable element on the page, and that is exactly the message. We are also proud of how the site was received: FWA of the Day in July, Awwwards Site of the Day in August and then Awwwards Portfolio Honors for August 2026. A less-flattering proof came soon after launch: the site was cloned several times, sometimes line for line, and we had to have the copies taken down. Being copied is annoying, but it told us the design had landed.

Technology: Pierre Patrault designed the site and its user experience in Figma. Thomas Carré built it on Webflow, adding custom code in JavaScript for the motion and the wordmark. Webflow lets a small team like ours publish and update content without a developer on every change, which matters for a studio whose portfolio moves every month. The visuals were made by Guillaume Perrette and myself.

Special technical feature: The site is designed to be read by machines as well as people. More and more, AI assistants answer the question: Which studio should I work with? So, we gave the site clean structured data that tells search engines and language models who we are and what we do. For a studio that works with AI every day, being understood by AI is part of the craft.