Responses by The Agency of Love & Logic.

Background: As part of our rebrand, The Agency of Love & Logic’s new website became one of the most important expressions of our identity. It’s where our brand fully comes to life in a digital environment. We wanted the experience to embody the idea behind our name—“love and logic”—and explore the tension and balance between those two forces. The site is designed for a few key audiences: existing clients, prospective clients, peers in the industry and emerging talent. It functions both as a portfolio of our capabilities and as a window into how we think, work and create.

Design core: The concept behind the site plays off the spirit of our name—“the agency of love and logic.” We wanted to express that tension and duality across every aspect of the experience, from visual design to interaction.

At its core, the site exists to communicate our capabilities while showcasing both the strategic and design thinking behind our work. Structurally, the site mirrors how we operate as an agency, presenting strategy and design as distinct but interconnected disciplines. This allows the work to be understood not just visually, but in terms of its intent, context and impact.

We developed an art direction that presents people in a minimal but imaginative way, combining real subjects with surreal 3-D objects and environments. This approach reflects both the human side of our studio and the expansiveness of our ideas.

A key feature is the love/logic toggle, which allows users to move between emotional storytelling and strategic thinking—particularly within case studies. In some cases, users can explore both perspectives in greater depth, creating a more layered understanding of the work.

Beyond the visual concept, the site is designed around clarity and rhythm. The experience is intentionally restrained, focusing on typography, pacing and composition rather than heavy interaction. The content unfolds in a measured way, with repetition used as a system to build familiarity and reinforce key work.

Favorite details: The art direction is something we’re especially proud of because it feels deeply representative of who we are as a team. There are also small, playful details throughout the site—especially in the team section—that reflect our personality and reward closer exploration.

At a time when AI-generated imagery is everywhere, we made a conscious decision to center real people. It was a true hands-on process—we styled, art directed, and produced everything ourselves in collaboration with photographer Ashley Vanderlaan. That level of involvement made the work feel personal and intentional.

Challenges: One of the biggest challenges was that the project was highly collaborative, without a single dedicated designer owning the system end-to-end. While that openness brought a lot of great ideas into the work, it also created challenges around consistency and continuity. As a result, we had to revisit and refine certain elements later in the process, particularly during QA, to ensure everything felt cohesive.

Time constraints: Because we were designing for ourselves, we had more flexibility than usual with timelines. That allowed us to iterate, test ideas and refine details in a way that wouldn’t always be possible with a client. At the same time, that flexibility can be a double-edged sword—you can keep evolving something indefinitely. Setting a final deadline helped us focus and commit.

New lessons: We learned a lot about how to collaborate more effectively as a team, balancing multiple perspectives while maintaining a cohesive vision. It also pushed us to think more holistically about how branding translates into digital experiences, not just visually, but through interaction, narrative and structure.

Navigation structure: The navigation reflects the same love-and-logic duality that defines the rest of the site. The pill-based structure is a subtle nod to the toggle interaction used throughout the experience. Also, there are smaller exploratory elements built into the experience—like the team portraits and the journal section, which acts as a behind-the-scenes look into how we think.

Technology: The site is built in collaboration with our trusted web developer Stas Bondar. He used Astro, a modern static site generator, using JavaScript and TypeScript as the primary programming languages, with SCSS and Tailwind CSS for styling. The content is managed through Sanity in a headless architecture, allowing for flexibility in how the site structures and manages content, and we use GSAP for advanced animations and interactive experiences throughout the site.

Special technical features: The site features smooth page-to-page transitions powered by barba.js, giving it a single-page app feel despite being statically generated for speed and SEO. We also use GSAP for scroll-driven animations and text reveals, Lenis for buttery-smooth scrolling, and OGL for WebGL-powered 3-D background graphics, all through a custom module system that keeps the experience performant across devices.