Self-initiated concept
ROOST
A self-initiated website for a fictional equipment brand, pairing a cinematic riding story with an interactive five-piece collection.
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Self-initiated by Havasu Web StudioView live demo ↗ (opens in a new tab)
The creative objective
Behind
the build.
I created ROOST to explore how a product brand could feel distinctive before a visitor reaches the catalog. The brief was a fictional motocross equipment brand with five pieces, one visual identity, and a website that connects the feeling of riding with the details of the gear.
This is a self-initiated concept, not a commissioned client project. The brand and collection are fictional. The demo shows the design and browsing experience; nothing is for sale.
The work
Every detail.
For a reason.
I designed and built a story that moves from the rider to the kit, then into a collection visitors can explore. Cinematic imagery, expressive typography, and a consistent carbon, chalk, and vermilion palette give the story and product pages the same point of view.
The collection includes category filters, product detail dialogs, fit guidance, and a personal kit shortlist saved on the visitor’s device. Mobile and reduced-motion layouts use still imagery with optional film playback where appropriate.
The working demo focuses on discovery and product presentation. It does not include checkout, payments, inventory, or a commerce backend.
What I designed and built.
The working features and creative choices behind the concept.
A cinematic journey from the rider to individual equipment details
Working category filters and product detail dialogs
A saved-kit shortlist stored locally without an account
Responsive layouts with reduced-motion alternatives
Let’s build your next chapter.
Tell me a little about your business. We’ll work out the right next step together.
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