Art direction & UI design for the launch website of Essential by Nothing, the first step towards an AI operating system.
Commissioned by OpenPurpose®, I led the Art Direction and UI/UX design for Essential’s digital launch, a conceptual platform presenting the brand’s vision for a new era of computing.
The site blends minimal structure with motion and interaction, unfolding as a scroll-based narrative that reveals animated vignettes, live ASCII textures, and modular layouts inspired by the teaser film’s rhythm.
Each section introduces a different layer of the Essential world, from Playgrounds, an interactive AI demo, to the core OS concept, the product roadmap, and the brand’s founding values. Together, they form a forward looking statement on how technology could feel more open, expressive, and human.
Featured across leading design platforms including Lapninja, Muzli, Browsingmode, and Siteinspire.
Development by Linus Lehbrink, commissioned by OpenPurpose®.
Explore the site: essential.com