Wix Harmony
Presenter Campaign
When Wix launched Harmony, its new AI-powered website builder, the challenge was clear: how do you make a tech product feel human? The solution was a presenter-led campaign built around a surfboard business. It was a deliberate choice to showcase a type of brand Wix had never spotlighted before—paired with a landing page designed to feel like a real, aspiring business.
When Wix launched Harmony, its new AI-powered website builder, the challenge was clear: how do you make a tech product feel human? The solution was a presenter-led campaign built around a surfboard business. It was a deliberate choice to showcase a type of brand Wix had never spotlighted before—paired with a landing page designed to feel like a real, aspiring business.
When Wix launched Harmony, its new AI-powered website builder, the challenge was clear: how do you make a tech product feel human? The solution was a presenter-led campaign built around a surfboard business. It was a deliberate choice to showcase a type of brand Wix had never spotlighted before—paired with a landing page designed to feel like a real, aspiring business.
Year
2026
Role
Lead Designer
Services
Website Design, Branding, Art Direction
Team
Ben Riback, Mary Patan, Alex Kizin, Elior Karmani
Where I Came In
As the sole designer on this project, I helped bring this vision to life from concept to launch. I led the visual direction end-to-end, from early concepting and visual research to collaborating with the Broadcast team to ensure the campaign and landing page felt like one cohesive system.
A key part of my role was developing the complete brand identity for Paloma, the fictional surfboard business at the heart of the campaign. I created all the branding and visual assets for the website, along with the written content. The goal was to make Paloma feel like a real business and not like a prop.
Where I Came In
As the sole designer on this project, I helped bring this vision to life from concept to launch. I led the visual direction end-to-end, from early concepting and visual research to collaborating with the Broadcast team to ensure the campaign and landing page felt like one cohesive system.
A key part of my role was developing the complete brand identity for Paloma, the fictional surfboard business at the heart of the campaign. I created all the branding and visual assets for the website, along with the written content. The goal was to make Paloma feel like a real business and not like a prop.
The centerpiece of the page was a transparent video section showcasing one of Harmony's core features: the ability to remove image backgrounds. Since the main focus on the surfboard, I decided to focus on creating some stickers and other details to make this section feel more "extra".
The centerpiece of the page was a transparent video section showcasing one of Harmony's core features: the ability to remove image backgrounds. Since the main focus on the surfboard, I decided to focus on creating some stickers and other details to make this section feel more "extra".
The Glow Up
The central idea was a “before and after” transformation: a shift away from Wix’s typically bright, energetic palette toward something more restrained and premium. Imagery took center stage, supported by minimal typography and a warm, muted color palette. This wasn’t just an aesthetic decision; it reinforced the product’s identity as a more sophisticated, design-forward evolution of the brand.
So, about the results? In its first two weeks, the Wix Harmony video surpassed 1.2 million views on YouTube. With this promising start, the video was greenlit as a series!
The Glow Up
The central idea was a “before and after” transformation: a shift away from Wix’s typically bright, energetic palette toward something more restrained and premium. Imagery took center stage, supported by minimal typography and a warm, muted color palette. This wasn’t just an aesthetic decision; it reinforced the product’s identity as a more sophisticated, design-forward evolution of the brand.
So, about the results? In its first two weeks, the Wix Harmony video surpassed 1.2 million views on YouTube. With this promising start, the video was greenlit as a series!
The centerpiece of the page was a transparent video section showcasing one of Harmony's core features: the ability to remove image backgrounds. Since the main focus on the surfboard, I decided to focus on creating some stickers and other details to make this section feel more "extra".
The centerpiece of the page was a transparent video section showcasing one of Harmony's core features: the ability to remove image backgrounds. Since the main focus on the surfboard, I decided to focus on creating some stickers and other details to make this section feel more "extra".
Wix Harmony
Presenter Campaign
When Wix launched Harmony, its new AI-powered website builder, the challenge was clear: how do you make a tech product feel human? The solution was a presenter-led campaign built around a surfboard business. It was a deliberate choice to showcase a type of brand Wix had never spotlighted before—paired with a landing page designed to feel like a real, aspiring business.
When Wix launched Harmony, its new AI-powered website builder, the challenge was clear: how do you make a tech product feel human? The solution was a presenter-led campaign built around a surfboard business. It was a deliberate choice to showcase a type of brand Wix had never spotlighted before—paired with a landing page designed to feel like a real, aspiring business.
When Wix launched Harmony, its new AI-powered website builder, the challenge was clear: how do you make a tech product feel human? The solution was a presenter-led campaign built around a surfboard business. It was a deliberate choice to showcase a type of brand Wix had never spotlighted before—paired with a landing page designed to feel like a real, aspiring business.
Year
2026
Role
Lead Designer
Services
Website Design, Branding, Art Direction
Team
Ben Riback, Mary Patan, Alex Kizin, Elior Karmani
Where I Came In
As the sole designer on this project, I helped bring this vision to life from concept to launch. I led the visual direction end-to-end, from early concepting and visual research to collaborating with the Broadcast team to ensure the campaign and landing page felt like one cohesive system.
A key part of my role was developing the complete brand identity for Paloma, the fictional surfboard business at the heart of the campaign. I created all the branding and visual assets for the website, along with the written content. The goal was to make Paloma feel like a real business and not like a prop.
Where I Came In
As the sole designer on this project, I helped bring this vision to life from concept to launch. I led the visual direction end-to-end, from early concepting and visual research to collaborating with the Broadcast team to ensure the campaign and landing page felt like one cohesive system.
A key part of my role was developing the complete brand identity for Paloma, the fictional surfboard business at the heart of the campaign. I created all the branding and visual assets for the website, along with the written content. The goal was to make Paloma feel like a real business and not like a prop.