From Story to Experience: The New Jamarea

“Show us as you see us — and as you would see us.” This was Jamarea’s main request, and certainly the most important one.

That’s where our work began: listening, observing, understanding. And then translating, through a clear and measured visual language, the essence of an agency that has made precision and creativity its signature.

The new website was born with a single goal: to put projects at the center. Without noise, without unnecessary structures. A solid framework and an essential visual system, where typography and color give rhythm and breathing space.

From Vision to Reality: Redefining Jamarea

The challenge was to portray Jamarea exactly as they wanted to be perceived: through their work, which better than any words conveys their method, approach, and sensitivity.

The previous website could no longer reflect this vision: what was needed was a renewed digital identity, one that could combine essentiality and precision with a warm, welcoming tone.

We chose to work by subtraction, removing the superfluous to leave room only for what truly tells their story. Every detail was conceived not to decorate, but to support the content.

“Every detail is there to support, not to decorate.”

Building a Digital Identity Around Stories

Jamarea’s new website is built on a clear editorial architecture, designed to allow the team to easily update and enrich its content. Projects are presented as true stories, capable of showcasing not only the final outcome but also the journey and vision that brought them to life.

The design follows a clean and essential visual language: the color palette is balanced yet warm, the typography brings rhythm and clarity, and the generous spacing allows the content to breathe. Subtle micro-animations guide the user smoothly and discreetly through navigation, enhancing the experience without ever overwhelming it.

We’ve also included a little easter egg, hidden among the pages: a sweet detail designed for those who feel like exploring beyond the surface.

The result is a completely renewed digital identity: solid, intuitive, and true to Jamarea’s spirit.

Technologies and development

The main focus during this project was designing animations and transitions as an integral part of the architecture, not as a subsequent addition. This approach allowed us to create a cohesive user experience where every interaction feels purposeful and contributes to the overall narrative of the site.

Frontend Frameworks and Libraries

The project was built using Nuxt, whose composables and middleware architecture allowed us to create modular, reusable code for managing complex interactions, animations, and content rendering throughout the entire application.

We integrated Lenis as our smooth scrolling solution while all the animations were managed through GSAP, which provided the granular control necessary to implement animations and micro-interactions.

The main challenge was designing a contextual page transition system. We developed multiple page transition solutions that adapt to the navigation context:

• Thumbnail-based transitions: for project entries, we use the project preview as a transition element, leveraging this time to preload media assets in the background.
• Continuous in-out transitions: for general navigation between other site pages.

Each transition utilizes a specific GSAP timeline with its own animation context, ensuring fluidity and visual consistency.

Transition orchestration occurs through a custom middleware which analyzes the origin and destination routes to determine which transition to execute. This centralized system ensures consistency and enables simplified code maintenance.

Backend Technologies

Content management is handled by Strapi, a headless CMS that allowed us to effectively manage the extensive range of multilingual content while handling image compression and conversion.

Tools

Nuxt - https://nuxt.com/ GSAP - https://gsap.com/ Lenis - https://lenis.darkroom.engineering/ Strapi - https://strapi.io/

Company Info

ET Studio is an independent creative studio driven by beauty and meaning. It designs custom digital experiences — websites, visual identities, branding strategies, and content — for brands of all kinds, from established companies to emerging projects.

Each work is a carefully designed narrative system, where aesthetics and meaning stay in balance. Design, copywriting, and education are the tools it uses to build experiences that inspire, clarify, and improve everyday life. It works with care and precision, between intuition and method.

1. What was the biggest challenge about making this website?

The biggest challenge was to translate Jamarea’s vision into a digital identity that felt both precise and warm. The previous website no longer reflected who they were, so we had to redesign everything by subtraction — removing what was unnecessary and making sure that every detail served to support the content, not to decorate it.

2. Share a tip about making this website

One useful tip is to think about animations and transitions as part of the architecture, not as something you add later. In this project, we designed contextual transitions and micro-animations from the very beginning, so they became an integral part of the storytelling and enhanced the user journey without overwhelming it.

3. What did you learn when making this website?

We learned the importance of combining essentiality with warmth. A clean and minimal structure can sometimes risk feeling too cold, but by balancing typography, spacing, color, and subtle interactions, it’s possible to create a digital identity that is both rigorous and welcoming.