A radical redesign for one of tech’s most distinctive brands, spanning Creative Direction, Design System, UI/UX Design, and E‑commerce Content Strategy.
Nothing’s new website was an opportunity to rethink how a tech brand presents itself online. Not just through visuals, but through structure, interaction, and storytelling. I joined the OpenPurpose® team to help lead the creative direction, collaborating closely with both teams from concept to rollout.
We imagined a layout system inspired by desktop environments: layered, spacious, and a little unconventional: with motion, depth, and Nothing’s signature dot typeface shaping the tone throughout. The site is built on a headless architecture (Shopify + Sanity), separating content from commerce to enable flexibility and editorial expression.
Beyond UI and page design, I created the design system to support long‑term scalability and consistency, and designed a bespoke icon set aligned with the brand’s visual identity. I also developed content guidelines for product pages — covering layout, imagery, copy, and structure; Helping the internal team deliver cohesive, expressive, and on‑brand content at scale.
Celebrated across the design community, the Nothing.tech redesign was featured on leading industry showcases including Siteinspire, A1 Gallery, Browsingmode, and Ecommier.
Thanks to the full team at Nothing: Carl, Ryan, Fin, Hollie, Sahra, Simon, Marco, and at OpenPurpose: Blank, Joakim Jansson, Dennis Adelmann, Linus Lehbrink, Vivi, Filip Wróblewski, Sasha Loviagin, Kemdirm Akujuobi, Mohammed Amiri.
Check it out: nothing.tech