Soft.fact came to me as a startup with a complex communication challenge: they had three distinct target audiences, each with different needs and expectations. Instead of building a site that spoke generically to all three, we leaned into that complexity and used it as the creative foundation.
‍
Together, we developed a concept centered around a Rubik’s Cube-inspired 3D animation, with each of its three visual states representing one of Soft.fact’s core user groups. I designed and animated this cube in Blender, crafting a smooth, continuous transition between the different states. As the animation shifts, so does the story. The color scheme, messaging, and illustration style adapt to match each target audience, while the overall design system stays cohesive.
‍
We extended this concept into the brand itself by creating three interconnected color schemes, each tied to a different audience. These palettes appear throughout the site and shift contextually depending on which story is being told, making the experience feel tailored but unified. The result is a website that adapts dynamically not just in content, but in tone and visual rhythm.