Web app (PWA)
Finemy
Finemy.app is a personal finance and budget management application designed to help users take control of their everyday spending, organise expenses and manage their available money.
Strange Forms
Original patterns created by the brand's artist and designer.
Strange Forms is a small independent brand specialising in artist-designed, patterned sherpa fleece blankets. The website is a product showcase and online catalogue presenting a collection of unique blankets featuring original, digitally illustrated patterns inspired by nature, Japanese aesthetics and geometric compositions.
- Type
- Product brand & E-commerce Integration
- Products
- Three blanket designs: Jungle, Japanica, Shogo
- Sales
- Through the Strange Forms shop on Printify; the site has no cart of its own
- Content
- Markdown with strictly validated frontmatter
- Status
- Three designs available to order
01Story
Story
The problem
The home textile market is full of repetitive, mass-produced designs that rarely stand out. Strange Forms wanted to offer something different – original, artist-created patterns combined with everyday comfort.
What we built
We created a digital storefront for Strange Forms – an independent textile brand offering unique, artist-designed sherpa fleece blankets. The website introduces the brand, showcases its original patterns, presents product details and guides customers towards purchasing their chosen design.
Why it is interesting
Strange Forms combines digital illustration with textile production. Its designs recreate the visual character of traditional embroidery using thousands of small digital marks, resulting in intricate patterns printed onto soft fleece. It is an interesting example of how digital creativity can transform an everyday product into something distinctive.
Who it helps
The brand is designed for people who appreciate original design, creative home accessories and comfortable everyday products. It appeals to design-conscious customers looking for something different from mass-produced home textiles, as well as people searching for distinctive gifts.
02Key decisions
The decisions behind it
Product-first approach
We made the blankets the focal point of the entire experience. Large product images, prominent design previews and carefully selected visual compositions allow visitors to appreciate the intricate patterns, textures and colours.
Minimalist design
We chose a clean and uncluttered interface to give the artwork room to breathe. By limiting unnecessary visual elements, decorative components and competing messages, we created a layout that keeps the attention on the products.
Strong visual identity
The visual language was designed to reflect the brand's creative and unconventional character. Typography, colour choices, spacing and layout composition work together to create a recognisable identity without competing with the product artwork.
Clear product information
We organised product information to make purchasing decisions easier. Each design is supported by clear descriptions, available sizes, material specifications and care instructions.
A core for more than one site
Strange Forms is the first site on a shared publishing core. The core’s tests run against a separate fixture site, not Strange Forms.
03How it works
How it works
Write
Each design’s facts and copy live in a Markdown file with strictly validated frontmatter. A misspelled field is a build error, not a silent gap.
Prepare images
Photos are resized, compressed and named by content hash on a Mac, then uploaded to Cloudflare R2 in a separate, deliberate step.
Build
The build refuses to invent: no price unless it is marked verified, no buy button without a valid shop link, and no drafts in production.
Audit
Every pull request is tested, built, audited and HTML-validated in GitHub Actions, including a check that structured data matches the visible page.
Deploy
Merging to the main branch deploys the site through Cloudflare Pages.
04What it does
What it does
The website serves as a brand showcase and product discovery platform, combining visual storytelling with a clear and intuitive customer journey. It introduces the Strange Forms concept, communicates its creative identity and showcases the unique blanket collection through engaging imagery and structured product information.
Visitors can explore different designs, compare sizes and materials, and find everything they need to make an informed purchase decision. The website also connects brand discovery with online sales by directing customers to the external Printify store, where they can complete their orders.
05How it was made
Testing and iteration
Choices recorded with their evidence
Search and AI-discovery choices are documented by the strength of their evidence, from established practice to untested hypothesis.
Iterated after launch
The system grew from one site into a shared core, and the separate product pages were removed; their old addresses redirect to the home page.
06In detail
In detail
Next step
Need something like this?
Strange Forms is an example of AX Designers’ ai performance geo, aeo work. Businesses whose website should explain clearly what they do, to people, search engines and AI assistants alike, and who want changes grounded in evidence rather than tricks.
Email us about your site AI Performance GEO, AEO: what you get
More case studies
Other projects
Web app (installable PWA)
Brief Builder
Brief Builder helps freelancers put together a client questionnaire from reusable sections and send it as a fillable PDF. The client completes it in any PDF reader and sends it back, with no account and no portal. Briefs stay in your browser by default, or in an optional cloud account if you sign in.
Start here
Building something like this?
Tell us about the product or the problem. We’ll tell you honestly whether we can help and what it would take.
Email us
or write to [email protected] · What to include