My colleagues at Waaark created an animation plugin for developers and I wrote the copy for the website,, having an input on the luge brand and design of the site.

We went for a Brutalist design, feeling it would resonate with the audience. It was a design that showcased the plug-in in action, with the site being created by it. Because of the brutal nature of the site, the brand developed a bold tongue with its playful personality. This led the way for the use of the word ‘uncreative’ at the top of the site.

The copy is clear throughout the website. We are introducing a new product to people. It’s imperative that they understand what we’re saying. But there is urgency in the copy too. This is a project that wants to get attention, make some noise.

Visit to see the one-page website created with the luge app.

A writer’s thoughts and stories from the creative industry – the projects that brought the awards, the process behind the words.