Supernormal represents six design houses, among them Vitra, Kvadrat, Artek and Impact Acoustic, and had no website. An architect specifying a fabric, a buyer scoping a fit-out, a brand deciding whether to be represented here: all three had to take the company's word for what it carried. I designed and built its first site end-to-end in Framer, solo, in two months.

For the first few weeks the brief moved between catalogue, brochure and lead generator. I built the catalogue, one list with a filter by brand, and it settled the argument by failing: six strict identities flattened into inventory, which is exactly what a distributor is trying not to be. What survived is a shell that carries only type, grid, navigation and motion. Everything expressive belongs to the brand pages.

Each brand gets a full screen: its imagery, its products, the specialist who handles it, so a specifier can confirm the range and find a name in one scroll. The imagery arrived uneven, six libraries at six standards, so the layout had to hold whether a brand gave me forty usable shots or four. Only the motion is shared, which is what makes the pages feel related without looking alike.

A brand list alone reads as a reseller. The services section covers consultative support, supply and installation, airport work and logistics. It is what tells a buyer that one supplier can carry a whole fit-out, and the client roster backs it up. It runs as a numbered sequence rather than cards, so it reads as expertise rather than a shop floor.

Everything else on the site sells. The workshops don't. The page ends with a moodboard the visitor builds themselves, dragging materials and colours into their own arrangement. It is the studio's idea of the exceptional in the everyday, as something you do rather than read. There is no form at the end of it.

Six brands sit under one roof for the first time, on a structure the team publishes to themselves. New brands, services and workshops go up without a designer in the loop. Live for over 1.5 years, it has taken over the introduction: the team sends the site where it used to send a deck, and enquiries now arrive through it.