Positioning & Design

asthtiks(Aesthetics) started as an idea I had been circling for a while. I had spent time helping nonprofits and small organizations, and I wanted to create something more intentional around that work. The name itself is new, but it represents a longer thread of experience where I was trying to support smaller teams that needed clarity, not just a website.

At the same time, I wanted to push myself to learn a new tool. I chose Framer because of how quickly it allows you to go from idea to a live site, without the overhead that usually comes with building a traditional marketing site.

This project became a way to explore both tooling and messaging at the same time.


Context and Goal
I was not starting with a client. The goal was to:

• Learn Framer in a real-world scenario

• Explore how I talk about my work and the value I can provide

• Build something that could eventually serve as a foundation for working with small businesses

More than anything, I wanted to get out of my head and into something tangible.


Process
1. Starting Without Clear Positioning

I began with a rough idea of offering web and design services, but the messaging was too broad. Early versions of the site felt generic and didn’t reflect how I actually think about the work.

Instead of trying to get it perfect upfront, I treated the site as something I could iterate on quickly.


2. Learning Through Building in Framer

Using Framer shifted how I approached building on a no-code platform:

• I could design and develop at the same time without switching contexts

• I was able to move quickly and test ideas without worrying about setup or infrastructure

• It encouraged me to focus more on layout, flow, and messaging rather than code

For me, this felt closer to how I naturally like to work, especially for smaller projects.


3. Iterating on Messaging

The biggest challenge was not the build itself, but figuring out how to talk about what I do in a way that sounded clear and created trust. Over the years I spent a lot of time telling non technical people & friends "I build out websites" - this did not actually tell my story or the nuances that comes with Product, UX, UI, and where my work fits.

I went through multiple versions of the homepage, rewriting and restructuring the content to better reflect:

• My focus on clarity and positioning

• The idea of websites as tools for growth, not just visuals

• How I blend design thinking with the frontend experience

This part was less about design and more about being honest about what I actually offer. I wanted people to know that I partner with them, I want to help them reach success with not only visuals but helping them think in systems to be more efficient.


4. Designing for Simplicity

I kept the design intentionally simple:

• Clean typography and spacing

• Focused sections without too much noise

• A structure that guides someone quickly through what I do

The goal was to make the message clear without overdesigning.


Outcome

The site is live, but more importantly, it represents a shift in how I approach my work.

• I now have a clearer way of talking about what I do

• I gained hands-on experience with Framer as a tool for fast iteration

• I built something that I can continue to refine as I start working with clients

I have not yet pulished work with a client under asthtiks, but that was not the only goal. This project helped me build confidence in both my process and how I present my work.


Reflection

This project reminded me that clarity comes from doing, not just thinking.

Instead of waiting until everything felt figured out, I used the site as a way to explore:

• How I want to position myself

• What kind of work I want to attract

• How I can move faster without overcomplicating the build

It is still evolving, but it already serves as a strong foundation for what comes next. I have been focusing on subtle animation, timing and page loads as I continue to think about the overall experience on the site.