Project / Squarespace

Squarespace - Fluid Engine

Creative Studio: NotReal

I was invited by Not Real to join the creative team for the launch video of Squarespace’s Fluid Engine, a major update to how websites are built on their platform. My role focused on exploring and designing a variety of 3D beverage sets that visually reinforced the brand’s campaign message: "Make it yours." In parallel, I worked on visual explorations of abstract shapes, bold color palettes, and expressive 3D typography, all crafted to reflect the core idea of personalization and creative freedom.

VISUAL DEVELOPMENT / RnD PROCESS

Elegant martini with floral garnish, lipstick, and hourglass on light pink table

Cocktail glass with lipstick, petals, grapes and strawberries on table

Elegant cocktail glass with a lemon slice and assorted makeup on table.

Cocktail with fruits, glasses, lipstick, and a flower on a table.

Bella website with cocktail, Make it yours text, location and contact.

Belisa website with a cocktail, text, and pink background. Make it yours.

DESIGNING CUSTOM 3D SETS FOR EACH BEVERAGE

A key part of the 3D scene creation process was designing custom 3D sets tailored to each beverage featured in the project. Each set integrated ingredients, color palettes, and design elements that made every visual feel unique and distinctive in its overall look. Different design directions were explored in terms of layout, composition, and spatial arrangement to craft compelling and cohesive visuals.

Cocktail with fruits, glasses, flower, and other objects on a table, soft lighting.

Cocktail with orange slice and lipstick on a table with a flower

Cocktail glass with lipstick and strawberries on a golden table with curtain.

Elegant cocktail setting with lipstick, tray, flower and light on table.

Champagne glass and makeup arranged on a gold table with red curtain background.

Elegant cocktail glass with ice and glasses resting on a countertop

Champagne glass with lipstick, glasses, and flower on a table

Martini glass, glasses, and other items on a table with a green curtain in background.

VISUALIZING STRUCTURE AND FLEXIBILITY

To reflect Squarespace’s grid-based design capabilities for building websites, a series of 3D explorations were developed using chairs as the main visual element. These scenes played with the idea of fluid arrangement over a visible floor grid, highlighting the flexibility and control users have when designing within structured systems. The compositions explored organic distribution within a defined layout, blending order and creativity in a visually dynamic way.

Abstract, colorful, and iridescent shape against a soft blue and white background.

Abstract swirling ribbon with grid background, artistic design for digital art.

SHAPE EXPLORATIONS

I crafted a series of abstract elements — vibrant forms bathed in shimmering colors, iridescent surfaces, and layered backdrops. Each object was designed to embody fluidity, tension, and rhythm, evoking a sense of graceful dynamism that dances between light, color, and form.

Abstract 3D illustration of blue and purple circles against a purple background.

Various colorful chairs arranged on a geometric-patterned floor for interior design.

Abstract swirling blue orb with iridescent textures against a colorful background.

Abstract spiral design with metallic textures and vibrant purple and blue hues.

Overhead view of several colorful chairs on a tiled and pastel background.

Colorful chairs arranged on blue and green background, modern interior design concept

Two chairs connected by a metal bar in a minimalistic design on white background.

Abstract iridescent knot against a light blue background, intricate design details.

FLUID WORD RND

The word Fluid was explored through various design approaches, experimenting with typography, colors, and 3D distortions to visually reflect the essence of fluidity. Each variation aimed to capture different facets of movement and transformation inherent in the concept of flow.

Abstract art with colorful swirls and patterns in shades of purple and blue.

Abstract art with the word 'Fiz' in blue and red gradients

Abstract RADD text made of blue bubbles against a gradient background.

Shiny, reflective "FLUID" text on a gradient background, representing liquid dynamics.

Abstract, iridescent shapes floating against a plain light gray background.

FLUIDITY

As part of the explorations to express the concept of fluidity, I also experimented with flowing fabrics in motion and liquid, focusing on materiality and behavior. These simulations featured iridescent colors that aligned with the overall aesthetic of the project, adding a sense of elegance, softness, and continuity to the visual language.