EstroOrdinary Web

EstroOrdinary is a bold marketing campaign by NOPE agency—a women-led design studio that created their own ice cream line to spark conversations about sexual violence awareness in Estonia. The website serves as the campaign's digital hub, promoting two daring ice cream flavors (brown cheese & chili, basil & amber) and making it easy for people to book the ice cream bus for events like festivals and weddings.

The main challenge was walking the line between wild creativity and solid UX principles. We wanted a website that felt as bold and unapologetic as the ice cream itself, but still remained usable and accessible. The key was breaking down the story into digestible, engaging bits—short sections that revealed the campaign's journey and message gradually, keeping visitors hooked enough to actually read every line.

I redesigned the hero and opening storytelling sections, created dedicated subpages for each ice cream flavor, designed order and feedback forms, and layered in extensive web animations throughout. The animations weren't just decoration—they elevated the experience and made interacting with the page genuinely fun. Every detail, from responsive breakpoints to micro-interactions, was fine-tuned to feel polished yet playful.

The website captures NOPE's bold, sexy energy while delivering a smooth user experience. It won a Silver Egg (Hõbemuna) in the website category at Estonia's Kuldmuna 2025 design competition. The site successfully balances its serious message with an irreverent, eye-catching design that makes people want to explore, read, and ultimately book the ice cream bus.

Being our own client meant we could push boundaries together. This project thrived on collaboration and collective creative energy.