Lizzy East AI · Custom sites · The Design Book

Twelve businesses No two alike.

Every page in this book is something the engine builds: designed from one client's own intake, held to one bar, never repeated. Twelve invented businesses, twelve complete design languages, and every effect on the shelf, live.

12worlds

115motion effects

0templates

See the motion library

00 How every site happens

They fill in one form. We hand back a site only they could own.

01

The intake. Facts, story, style words, sites they love and why, photographs. The long form is the raw material.

02

One concept. A single art direction from everything they said: palette, type, imagery, features, each with a reason.

03

Designed and verified. Copy in their voice, every photograph looked at before it is captioned, WCAG 2.1 AA enforced in code.

04

Judged first. Twelve quality checks scored with evidence before any human sees it. Then your team's edit pass. Then the client.

A festival crowd under fans of white stage light

01 Velvet Atlas

touring band · Denver

New record · out now

Loud enough to leave with you

Tour datesMerch

Tour

21SEP

The Ogden Theatre

Denver, CO — with Night Lakes

On sale
04OCT

The Crocodile

Seattle, WA

Sold out
18OCT

Union Transfer

Philadelphia, PA

On sale
02NOV

First Avenue

Minneapolis, MN

On sale

Next show · The Ogden, Denver —

Listen

Alien SunsetJason Shaw · Audionautix
1:56
Drops of H2OJ.Lang feat. Airtone
5:15
Alien SunsetJason Shaw · Audionautix

Two licensed tracks, loaded only when you press play. On the client's site these are their own songs, with streaming links out.

  • Two guitarists mid-song under blue stage light
    01 · Seattle
  • The drummer at a blue kit, smiling, sticks up
    02 · Denver
  • Amps and cables backstage in violet light
    03 · Load-in
  • A record spinning, the label a blur
    04 · Signals, side A
  • A keyboard beside a monstera in the rehearsal room
    05 · The room
  • A festival crowd under fans of white stage light
    06 · Red Rocks

Merch synced from the store · Shopify / Woo

A record spinning on a turntable
Signals — LP180g violet vinyl, gatefold
$28
The crowd at the Denver show, printed as a poster
Tour Poster ’2618×24 print, numbered run of 200
$15
Backstage gear in violet light, printed as a poster
Backstage Print24×18 giclée
$22

Effectsfilm behind the headlineskews with speeddrag to explorephoto zoommusic playerevents + filtersstore sync + cartcountdown

The oven · lit at six every morning

Sunday suppers are back: one seating, one long table, first Sunday monthly.

02 Hearth & Vine

trattoria · Portland

SE Division Street · Open now · til 10

Dinner moves at the pace of the oven.

Forty seats, one wood oven, and a menu written the same afternoon it is cooked.

4.9 · 212 Google reviews pulled live, never quoted, never faked

  • Oven-blistered flatbread

    Charred leeks, taleggio, first-press oil.

    14

  • Cast-iron gnocchi

    Brown butter, sage from the back step.

    21

  • Whole branzino

    Fennel, lemon ash, whatever the farm sent.

    34

  • Olive-oil cake

    Roasted grapes, whipped mascarpone.

    11

875°oven floor

40seats, one room

9farms we buy from

Hands folding fresh pasta dough into flour on a steel counter
A long table set with wine glasses and a tall brass candlestick
A chef plating with tweezers on a wooden board
Reserve a table Tonight's menu

Effectslines riserolling numberscurtain revealliftarrow slidesannouncement baropen-nowlive ratingmuted film, poster first

The Minneapolis skyline in amber evening haze

Minneapolis, from the office, 6:40 pm

03 Northlight Legal

estate law · Minneapolis

The calmest room in a hard week.

Plain-language estate planning

When the business is trust, restraint is the design: one serif, one brass rule, credentials that speak quietly, and a process a worried family can follow without a dictionary.

MN Bar · 2009ACTEC FellowSuper Lawyers ’24AV Preeminent

Book the first conversation

  1. One conversation.

    Forty-five minutes, plain words, no documents required yet.

    Two colleagues in conversation across a conference table

  2. One plan, written down.

    You see every document explained before anything is signed.

    A hand signing a document with a fountain pen

  3. Signed, sealed, revisited.

    We check in when the law changes, not when the invoice is due.

    A row of red-and-gold law reports on a shelf
Do I need documents for the first conversation?

No. Forty-five minutes, plain words, no documents required yet.

Will I understand what I sign?

Every document is explained to you before anything is signed.

What happens when the law changes?

We check in when the law changes, not when the invoice is due.

Effectscolour arrivesweight shiftssteps light up in turnliftcredential stripquestions that open and closefaq schema

A lifter setting up a deadlift in front of a yellow wall

04 Volt Strength Co

gym · Austin

First week free

Strong is a practice

Start your first weekClass schedule
Still here at month six

88 percent of members are still training at month six.

Classes a week

26 classes a week.

Coaches on the floor

Six coaches on the floor.

Week one to week thirty.

Drag the line. Same door, same coach, a different person walking through it. The comparison is visitor-driven and never auto-rotates.

A bright studio class, arms raised, week one A coach guiding a member through a bench press, week thirty

Open gym

$59 a month billed monthly, or $49 a month billed yearly.

  • 5 am to 10 pm
  • Every rack, every day

Unlimited

$89 a month billed monthly, or $74 a month billed yearly.

  • Every class, every week
  • Coaches on the floor
  • Open gym included

Coached

$189 a month billed monthly, or $158 a month billed yearly.

  • Two sessions a week
  • A written programme

Effectsfilm behind the headlinegiant outline wordletters decodemagnetic buttonsring fillsbefore / afterpricing toggle

05 Wildstem

florist · Providence

A bunch of coral peonies laid on a black studio table

Arranged the morning you get them

Flowers that look like someone made them.

Peonies in May, dahlias in September, dried stems all winter. Every bunch cut and tied the morning it leaves the shop.

Order flowersSame-day delivery
A florist's hands holding a bunch of pink roses and eucalyptus Orange dahlias in close-up A flower arch of greenery and pampas at an outdoor wedding A bunch of dried palm and fern stems in a white vase A florist handing a wrapped bouquet across the counter

The seasons, in the window

Coral peonies on a black tablePeony season Orange dahlias in close-upDahlias in Dried palm and fern stemsDried & kept A wedding flower archWeddings

Effectsliquid photographtext on a circleliquid fillcollage snaps to gridphoto grows out of its thumbnailseasonal announcementdelivery badge

06 TrueNorth Mechanical

HVAC · Boise

Heat out? We answer.

Fixed right, priced first.

A real range before anyone rings the doorbell, honoured on arrival. Boise, Meridian, Nampa, Eagle and Kuna, same day.

Get the real number ☎ (208) 555-0114

Instant ballpark

  1. Problem
  2. Home
  3. When
  4. Range
What's acting up? Pick any.

Next

How big is the home? Pick any.

Back Next

When do you need us? Pick any.

Back See the range

Your ballpark

$120 – $260

Furnace tune-up or no-heat call. A real range, honoured on arrival.

Where we go

A blue flame on a burner rail, close up

Furnace

Furnace

Tune-ups, no-heat calls, ignitors and boards. Most fixed in one visit.

Book
A white smart thermostat on a grey wall

Thermostats

Thermostats

Fitted and paired to your phone before we leave the driveway.

Book
A family sitting by a wood stove in a warm living room

Whole home

Whole home

Heat pumps and full systems, sized to the house, with the old unit taken away.

Book

Effectswords rise from a linearrow slidesslow cinematic panstep quizmap pinsflip cardsticky call

☎ (208) 555-0114

07 Lumen Skin Studio

med spa · Scottsdale

A client with eyes closed during a facial, the therapist's gloved hands at her cheeks

Scottsdale · by appointment

Skin that looks rested, not done.

Book a consult
A facial in progress01 · 60 minThe signature facial A green tube of skincare on stone02 · 45 minPeels A client resting on grey linen03 · 75 minLymphatic Candles, towels and a frangipani flower04 · 90 minThe reset The studio at night, lit shelves and a chair05 · StudioBrows and lashes
The studio: black basins and white chairs under a row of spotlights

The studio, Scottsdale Road

Book a consult

Memberships
IncludedGlow$95 a monthMost chosen
Ritual$165 a month		Studio$290 a month
Facials a month124
Product allowanceNot included$30$80
Priority SaturdaysNot included✓ Included✓ Included
Brows and lashesNot includedNot included✓ Included
Choose GlowChoose RitualChoose Studio

Effectsglass refractionexpanding panelsiris revealfloating labelcompare table

A modern house lit from inside at dusk

08 Keystone & Co

real estate · Charlotte

The right house, not the next one.

Forty homes a year, every one we would live in ourselves. Charlotte, Davidson and the lake.

See what's listed

41homes sold this year

18 daysaverage on market

102%of asking, on average

6 homes
  • A modern house at dusk

    $1,180,000

    Sharon Road

    4 bed · 3 bath · 3,120 sq ft

  • A living room with striped armchairs and tall windows

    $640,000

    Church Street, 14B

    2 bed · 2 bath · 1,480 sq ft

  • Houses around a pool at sunset

    $2,350,000

    Norman Shores

    5 bed · 4 bath · dock

  • Tree-lined streets and roofs from above

    $725,000

    Plaza Midwood

    3 bed · 2 bath · 1,960 sq ft

  • A kitchen with oak cabinets and a dark splashback

    $455,000

    South End Lofts

    1 bed · 1 bath · 940 sq ft

  • A hand holding house keys with a wooden house keyring

    $890,000

    Lake Wylie

    3 bed · 3 bath · water view

Days on market Keystone listings, 2026
Days on market, Keystone listings, April to September 2026
MonthDays
April31
May26
June22
July19
August17
September14
A living room with striped armchairs, a fireplace and tall curtained windows

Featured · Church Street

Effectsfilm behind the headlinearrow slidesrolling numbersfilter that reshufflesbars growlayered parallax

09 Relay

software · Remote

Now in open beta

Ship faster, calmer, together, even on a Friday.

Relay is the handoff tool for small product teams: one place where design, code and support agree on what shipped.

Start freeSee the numbers
A laptop showing a dashboard of charts
01 Handoffs
Hands typing on a laptop with code on screen
02 Pull requests
Four colleagues around a laptop by a tall factory window
03 Reviews
A whiteboard session, one person drawing a flow
04 Planning
A phone showing a dark task app
05 On call

Releases this week

38

across 12 teams

Right now

--:--

your local time

Soft pink and teal 3D shapes

Median handoff

4h

from "ready" to "shipped"

The promise

Nothing shipped is ever a surprise to the person who answers the phone.

Teams on Relay beta, April to September 2026
Teams on Relay, April to September 2026
MonthTeams
April12
May19
June31
July44
August58
September81
Start free

Effectsfluid gradientwords that changemagnetic buttonslogos arrivefan of cardslive bentoline drawsliquid fill

10 Atelier Noir

fashion shop · Brooklyn

Clothes for people who read the label last.

Shop the drop
  1. A model in black, hand to her face, photographed in black and white

    01 The black dress

  2. A man in cream leaning against a doorway on a city street

    02 Cream on the street

  3. Jackets on a rail behind a shop window

    03 The rail

  4. Black leather shoes on a maker's bench

    04 Made in Brooklyn

  5. A fashion shoot in progress, the photographer in the foreground

    05 Shoot day

  6. Pale linen, folded

    06 The linen

Move across the archive

Six seasons. Draw a line through them.

FW26 The walk, 14 seconds

Effectsphoto inside the lettersstretch on hoversideways galleryblindsimage trailmuted film, poster first

11 Moss Architecture

architects · Seattle

Buildings that know when to be quiet.

Houses, schools and a library, in concrete, timber and light. Seattle since 2011.

Looking up through a timber-lined atrium to a square of sky
  • A concrete façade with deep green window recesses
    Fremont Library · 2024
  • A white staircase with a steel rail, photographed in grey
    Stair, Queen Anne house · 2022
  • Hands measuring a white architectural model with a ruler
    Studio, model making
  • A timber-lined atrium with a bridge, one person crossing
    Ballard School · 2025
  • The corner of a white building with horizontal louvres
    Louvred house · 2023
  • A timber atrium looking up to the sky
    Light well, Ballard School

Plan, Queen Anne house. The line draws itself when it comes into view.

Three materials, one rule.

Concrete where the building meets the ground, timber where a hand will touch it, glass where the light wants in. Nothing applied, nothing hidden.

Start a conversation

Effectsfills as you readzoom through the wordsplit scrollself-drawing linesunderline grows

12 North Star Coaching

coach · Nashville

Coaching for founders who are tired of guessing

Clarity is a decision.

Twelve weeks. One plan you will actually follow.

Book a first call
A woman in a camel blazer, arms folded, by a window

Nina Hale

Fourteen years running operations for companies you have heard of. Now I do one thing: sit beside founders for twelve weeks and help them choose.

140founders coached

12weeks, one plan

3seats open this quarter

Nina speaking on a dark stage with a microphone

Four pillars

  • Time

    Where the week actually goes, measured, then redrawn.

  • Money

    Three numbers you watch, and the thirty you stop watching.

  • People

    Who to hire first, who to stop managing, and how to say it.

  • Direction

    One sentence about where the company is going that everyone can repeat.

As heard on

  • Founder Hour
  • OPERATORS
  • Nashville Sessions
  • Small Giants

Effectsparticle fieldtypewriterarrow slidesmorphing pillcurtain revealrolling numberscolour arrivesicons drawlogos arrive

13 How it is built

The rules under every page

Real, never invented

Numbers are the client's own. Ratings are pulled live from Google or left out. There is no data path for a testimonial quote, so none can ever be faked.

Photographs read as photographs

A scrim never erases the picture. Every image is the client's own or chosen for them, and the model looks at each one before a word is written about it.

Built to WCAG 2.1 AA

Contrast is measured in code, headings never skip, every control is a real button or link, and nothing is left invisible when JavaScript is slow or absent.

Motion that can stop

Every loop has a Pause. Reduced motion shows the finished page at once. Nothing above the fold animates in, nothing captures the wheel, nothing plays sound by itself.

Our code, every line

No page builder, no template, no third-party script. Each effect is two small files that drop into any site and work under a strict content-security policy.

Film without the heat

Film loops are silent, poster first, and load only when asked for. Video is used as the camera made it, never re-encoded on the way to the page.

14 The kit

The kit.

Every part on this wall works. Go on, try one.

  1. The one word

    Velvet Atlas · touring band, Denver

    Loud enough to leave with you

  2. Live rating

    Hearth & Vine · on Google

    4.9

    Rated 4.9 out of 5

    212 Google reviews

    Pulled live, never faked

  3. Before / after

    Velvet Atlas on stage under white lights, the finished colour grade
    The same photograph as the raw camera file, flat and grey
    50% raw, 50% graded

  4. Button voices

    • Listen nowVelvet Atlas
    • Reserve a tableHearth & Vine
    • Start your first weekVolt
    • Book the first conversationNorthlight Legal
    • Get the real numberTrueNorth
    • Order flowersWildstem

  5. Pricing

    Volt Strength CoFirst week free

    Pay

    Unlimited

    $89a month

    $890a year, two months free

    • Every class, every week
    • Open 5 am to 10 pm
    • Coaches on the floor

  6. Bento

    Flames rising inside Hearth & Vine's brick wood oven

    2009Same corner

    40Seats, one room

    One wood oven, lit at six every morning.

  7. Open now

    Hearth & Vine · SE Division St, Portland

    Open Tue to Sun

    from 11:30 am

    Tue – Sun
    11:30 am – 10 pm
    Mon
    Closed

  8. Instant estimate

    TrueNorth Mechanical · Boise

    Heat pump, fitted

    1,800 sq ft

    $6,300 – $7,700

    A real range, honoured on arrival.

  9. Glass card

    A coral peony in full bloom against dark leaves

    Peony season · Wildstem

    Arranged the morning you get them.

    Same-day delivery across Providence

  10. Countdown

    Velvet Atlas · next show

    4 Oct

    The Crocodile, Seattle · doors 8 pm

  11. Tour dates

    1. 21SepThe Ogden TheatreDenver, COOn sale
    2. 04OctThe CrocodileSeattle, WASold out
    3. 18OctUnion TransferPhiladelphia, PAOn sale
    4. 02NovFirst AvenueMinneapolis, MNOn sale

  12. Questions

    Northlight Legal · Minneapolis

    Do I need documents for the first conversation?

    No. Forty-five minutes, plain words, no documents required yet.

    Will I understand what I sign?

    Every document is explained to you before anything is signed.

    What happens when the law changes?

    We check in when the law changes, not when the invoice is due.

    MN Bar 2009 · ACTEC Fellow · AV Preeminent

  13. And the rest

    • galleries & lightbox
    • menus with real prices
    • timelines
    • team grids
    • booking
    • store sync & cart
    • music player
    • sticky call button
    • forms that work without JavaScript

15 The motion library

115 ways to move.

  1. Film grain

    Cinematic

  2. Slow cinematic pan

    Cinematic

  3. Photo inside the letters

    Cinematic

  4. Endless ticker

    Cinematic

  5. Film behind the headline

    Cinematic

  6. Card grows to full screen

    Scroll cinema

  7. Layered depth

    Scroll cinema

  8. Sideways gallery

    Scroll cinema

  9. Words ink in as you read

    Scroll cinema

  10. Split reveal

    Scroll cinema

  11. Cards stack as you scroll

    Scroll cinema

  12. Zoom through the word

    Scroll cinema

  13. Aurora sky

    Backgrounds

  14. Constellation

    Backgrounds

  15. Rising embers

    Backgrounds

  16. Flowing lines

    Backgrounds

  17. Liquid gradient

    Backgrounds

  18. A label follows the pointer

    Pointer

  19. Image trail

    Pointer

  20. Magnetic buttons

    Pointer

  21. Spotlight follows the pointer

    Pointer

  22. 3D tilt with glare

    Pointer

  23. Fluid gradient

    Shaders

  24. Liquid photograph

    Shaders

  25. Ripple on touch

    Shaders

  26. Living halftone

    Shaders

  27. Particle field

    Shaders

  28. Glass refraction

    Shaders

  29. Layered parallax

    Depth

  30. Flip card

    Depth

  31. Spin as you scroll

    Depth

  32. Photo cube

    Depth

  33. Fan of cards

    Depth

  34. Smooth scroll

    Scroll story

  35. Scroll-driven film

    Scroll story

  36. Theme shifts

    Scroll story

  37. Footer curtain

    Scroll story

  38. Skews with speed

    Scroll story

  39. Chapter dots

    Scroll story

  40. Rolling numbers

    Scroll story

  41. Section curtain

    Scroll story

  42. Weight shifts

    Kinetic type

  43. Text on a circle

    Kinetic type

  44. Stretch on hover

    Kinetic type

  45. Words that change

    Kinetic type

  46. Fills as you read

    Kinetic type

  47. Giant outline word

    Kinetic type

  48. Lines rise

    Kinetic type

  49. Typewriter

    Kinetic type

  50. Curtain reveal

    Image reveals

  51. Iris reveal

    Image reveals

  52. Blinds

    Image reveals

  53. Colour arrives

    Image reveals

  54. Pixels sharpen

    Image reveals

  55. Collage snaps to grid

    Image reveals

  56. Live bento

    Layout

  57. Drag to explore

    Layout

  58. Expanding panels

    Layout

  59. Filter that reshuffles

    Layout

  60. Split scroll

    Layout

  61. Timeline

    Layout

  62. Full-screen menu

    Navigation

  63. Morphing pill

    Navigation

  64. Floating dock

    Navigation

  65. Arrow slides

    Micro

  66. Liquid fill

    Micro

  67. Press ripple

    Micro

  68. Dark mode wipe

    Micro

  69. Floating label

    Micro

  70. Success burst

    Micro

  71. Toast

    Micro

  72. Logos arrive

    Selling

  73. Pricing toggle

    Selling

  74. Compare table

    Selling

  75. Step quiz

    Selling

  76. Map pins

    Selling

  77. Shape morph

    Drawing & data

  78. Icons draw

    Drawing & data

  79. Bars grow

    Drawing & data

  80. Line draws

    Drawing & data

  81. Journey line

    Drawing & data

  82. Ring fills

    Drawing & data

  83. Fade up

    Appear

  84. Slide in from the side

    Appear

  85. Soft zoom

    Appear

  86. Blur to sharp

    Appear

  87. Wipe reveal

    Appear

  88. Fade

    Page change

  89. Rise

    Page change

  90. Slide

    Page change

  91. Wipe

    Page change

  92. Photo carries across

    Page change

  93. Hides while you read

    Menu

  94. Turns solid after the top photo

    Menu

  95. See-through over the top photo

    Menu

  96. Lift

    Hover

  97. Glow

    Hover

  98. Underline grows

    Hover

  99. Colour fills in

    Hover

  100. Photo zooms inside the card

    Hover

  101. Press-in

    Hover

  102. Letter by letter

    Headlines

  103. Highlight sweeps across

    Headlines

  104. Underline draws itself

    Headlines

  105. One gentle shimmer

    Headlines

  106. Letters decode into place

    Headlines

  107. Words rise from a line

    Headlines

  108. Smoother photo drift

    Scroll-linked

  109. Photo slowly grows

    Scroll-linked

  110. Steps light up in turn

    Scroll-linked

  111. Before and after slider

    Tools

  112. Self-drawing lines

    Tools

  113. Photo grows out of its thumbnail

    Tools

  114. Next page ready before the click

    Speed

  115. Section jumps stop below the menu

    Speed

+17 more, built into the engine

Scroll reveal Word-by-word headline Numbers counting up Photo drift Sticky menu that shrinks Scroll progress bar Questions that open and close Sticky call-now bar Open-now badge Countdown Filter buttons Music player Muted video at the top Announcement bar Gallery that opens full screen Form that explains its errors Exit-intent pop-up