Project Overview
Introducing efront — the Melbourne web development studio reimagined as a brand that pushes boundaries, not just pixels.
Rooted in the language of code, the brand identity fuses ASCII art, bold monospaced type, and a stripped-back palette to speak directly to developers and designers alike. At its centre sits the custom website — a layered, interactive experience built to showcase efront’s capabilities through structure, storytelling, and playful experimentation.
From glitchy buttons to a toggleable “Code Mode,” every detail reveals how efront works: inventive, curious, and technically sharp. Each interaction becomes a proof of concept, demonstrating what’s possible when creativity meets code.
Project Commissioner
Project Creator
Team
Ellen McLoughlin Lead Designer
Lauren Messina Design Director
Andreas Pranoto Creative Director
Ross Karabelas Director
Paul Borella Business Development Director
David Vlasic Director
Darren Hatty Director
Nicky Deev Account Director
Shaun Rammers Account Manager
Alfredo Mendoza Lead Web Developer
George Haritonidis Senior Web Developer
Project Brief
The objective was to refresh efront’s brand identity and online presence to better reflect the calibre of their work and appeal to a broader, design-conscious client base. As a team deeply embedded in code and systems, they needed a brand that could signal technical credibility while expressing their personality — confident, curious, and collaborative.
The brief focused on elevating brand perception without losing the recognition of existing clients. Central to the task was the creation of a website that functioned as both a conversion tool and a creative showcase — a space to demonstrate efront’s technical skill and experimental mindset. The direction needed to feel digital-first and visually expressive, encouraging bold ideas while maintaining clarity and usability.
Project Need
efront’s original brand had remained largely unchanged since its inception. Despite the team's reputation for delivering cutting-edge digital products, their visual identity no longer represented the scale or capabilities. There was a disconnect between how they worked and how they looked.
The need was clear: to reposition efront with an identity that would match their evolution and communicate their diverse offering, spanning websites, AI integrations, automations, and back-end systems. The solution had to reflect their values, demonstrate their craft, and build trust with a broader client base.
User Experience
The website delivers a dynamic and intentionally unconventional user experience. Playful scroll interactions, bold typography, code-inspired motion and subtle micro-interactions build engagement throughout. A core feature of the experience is Code Mode — a fully alternate site mode (similar to light/dark mode) where the interface transforms into an abstract matrix-like version of the site using custom ASCII art. The ASCII language runs throughout the broader brand identity — used across social assets, motion, and iconography — subtly reinforcing the developer craft at the heart of the business.
Project Marketing
The brand and website have become central to efront’s business development, acting not just as credentials but as a dynamic live demonstration of their technical and creative capabilities. The identity system extends easily across motion, social media, proposals and client-facing collateral, allowing the brand to remain consistent and recognisable across every touchpoint.
Playful interactions and bold visual language help the brand stand out in a saturated digital services market, while the site’s layered functionality creates an immediate impression of confidence and creativity. Designed to spark curiosity and communicate capability, the brand now supports every aspect of efront’s marketing, from cold outreach to client onboarding, positioning them as a studio that codes with both precision and personality.
Project Privacy
The project contains no confidential or private information.
Digital - New Service or Application
This can be any new service or application from a start-up to an industry leader. It’s not just bells and whistles we're after but true innovation, exceeding expectations and filling a void that had previously been open.
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