I created VALEN during the Agents Hackathon as an experiment in building a fictional electronic artist identity.
After the challenge finished, I realised the project had become much bigger than the final homepage, so I spent today documenting the entire process, from research and image generation through to typography, colour systems, motion experiments, and the final Framer build.
Revisiting the work also made me realise how much my process is driven by world-building. Rather than starting with layouts or wireframes, I tend to develop the visual language first and let the website emerge from that. Once the atmosphere, imagery, typography, and tone are established, the interface decisions become much more intuitive.
I’m trying to get better at recording the thinking behind the work rather than only sharing finished designs. It has been interesting looking back through the iterations, unused directions, and development artefacts that helped shape the final project.
A few screenshots from the process.
