Responses by Chelsea Flaming, founder and executive creative director, Oui Will.

Background: California-based startup Pebble is building a modern RV that goes beyond all-electric. The purpose of this site was to bring it out of stealth and onto a global stage, debuting not only its RV—the Pebble Flow—but a completely new brand.

Larger picture: The site was the main touchpoint for the global digital launch and e-commerce for preordering the vehicle. This is where Pebble was driving all media and traffic that wants to know more about the Flow.

Design core: We called our design language for Pebble “Future Natural,” which is all about going back to nature while looking forward to progressive technology. We used this design language to inform every design decision we made for the brand identity and website, from the color palette to the visual moodboards to the user interactions to the 3-D visualizations. Our goal was to create a brand that feels high tech yet naturally beautiful and effortless.

To highlight the Pebble Flow’s harmonious relationship to nature, we created a visual style that layers natural elements in the foreground, like grasses and flowers, over other elements in the page and in the 3-D scenes. We used a muted, low-contrast color palette with shades of beige, a deep forest green and a pop of orange that we called “California Poppy,” inspired by where the Pebble Flow is designed. The pop of orange also signifies Pebble’s tech-enabled magic.

For the website, it was important to make all interactions feel effortless and intuitive in alignment with one of Pebble’s core values. The startup is creating an RV that’s as easy to use as an iPhone; this ethos guided our approach to design and functionality as well. We built the site in a modular fashion so that Pebble can scale the site as it grows while maintaining a consistent branded user experience.

Challenges: Creating a site that was delightfully interactive but also performant and lightweight. In the end, I guess we reached our goal: we won a Site of the Day and a Developer Award on Awwwards, scoring high for performance and UX.

Time constraints: Coming into the project, we knew that one of the project constraints was going to come from the fact that we wouldn’t have a beta vehicle ready until just before launch. A lot of the 3-D visualizations and content changes happened just weeks prior to the debut. This limited the time we had to QA the site after uploading the content to the CMS.

But this is very familiar territory in the startup world, and even in the agency world: you are refining details up until the final hour. This iterative, agile approach is necessary when launching startups and has become the new normal, especially at Oui Will. It’s these daring challenges that make a successful launch that much more rewarding and the very reason that our name is “Oui Will.” None of our clients are building their companies because it’s easy. They are doing something brave. To support their missions the best way we know how, we sometimes have to go out on a limb to make it happen. We love that, and we are super happy with the final product.

Navigation structure: We organized the site into a simple five-page structure. The primary page you see at all times throughout the experience is the preorder page, so no matter where you are in the experience, you can preorder in just a few clicks.

Special navigational features: We thought carefully about designing the navigation on the project page. We had a lot of vehicle features to organize and prioritize. The subnavigation on the Product page organizes the product features into five categories: Design, Living, Energy, Intelligence and Connectivity. This ability to skip ahead makes the content easier to digest, and each section has a slightly different design that keeps the content more dynamic and holds the user’s attention.

Technology: Next.js.