TinyBox Systems is a cleantech housing startup reinventing how homes are built. During my time there, I helped drive brand and go-to-market execution, contributing to 16 units sold in 12 weeks and helping grow a 5,000+ waitlist. My work went beyond building a website—it became a reflection of the product itself.
- Timeline
- 12 months
- Tools
- Figma, Illustrator, Cursor, After Effects, Premiere Pro, Final Cut Pro, Affinity Photo, Framer, HTML/CSS, HubSpot
- Team
- Solo designer with architectural engineers
The Challenge
"How do we translate physical engineering constraints into digital assets that build trust?"
Digesting LOTS of questions
We documented lots of questions. Every lead was tracked through the funnel—whether from our website, marketing materials, or direct conversations—it was all measured.
Converting questions to pain points
By translating thousands of client questions and pain points into clear, accessible insights, we bridged the gap between confusion and confidence. This focus on information clarity is exactly what empowers our clients to make informed decisions.
My Specific Focus
I operated as a full-stack designer, handling everything from 3D modeling and web interactions to video production and marketing assets.
Introducing: our new identity
Being "full-stack" (Video + 3D + Marketing + Product Designer) was my superpower. It allowed me to execute the entire vision from the product catalogues, videos, campaigns to the final published website—without getting blocked by hand-offs or dependencies.
Product Design
Before
After
Iterating Toward Clarity: Through Interactions
Our goal was to transform how users perceive our offering. Through multiple rounds of testing, failed deployments, and sales cycles we identified the need for a more personalized entry point. The result is a dynamic configurator that serves as a "thoughtful handshake"—using unique quizzes to deconstruct our feature set and reconstruct it into a tailored recommendation for the client.
Designing for Decision Confidence
We redesigned our web presence to ensure that "learning" is never a barrier to "buying." By creating a clear, accessible information architecture, we streamlined the path from discovery to decision. The new site presents complex data in an intuitive format, allowing users to educate themselves quickly and ensuring every interaction leads to an informed choice.
Marketing
Defining our value
A lot of people don't know exactly what we offer—until now. This explainer video distills the noise into signal. In five minutes, it outlines the housing problems we aim to attack, our "real intent," and the core values that drive our solution, making our complex offering immediately accessible.
Streamlining Information Access
Accessibility was key. We created a comprehensive product catalogue that caters to our entire customer base by housing all critical information in one place. Whether it's browsing current offerings or understanding our process, the design prioritizes readability and shareability. This reduced the friction of explanation, allowing clients to view our full value proposition at their own pace.
The Asset Library
Built a comprehensive catalog, interactive web demos, and a suite of engineering-focused videos.
The Shift
Successfully pivoted our content strategy from static posts to immersive video storytelling ("Lighting in the real world") to better demonstrate value.
The Win
Established a "well-rounded" design loop where customer feedback immediately informs new visual assets.
Customer Impact
A real customer shared this after going through our website and digital experience. This is what drives us to constantly improve our digital product offering and my work.
Next Case Study
Graziani + Corazza Architects →
