DELL Technologies | Web Design
When I began designing the Pathw.ai microsite for TD SYNNEX and Dell Technologies, I knew the project needed more than just a modern “AI aesthetic.” AI can often feel cold, robotic, and distant, so I set out to reframe it. My concept drew inspiration from the Renaissance, a period of rebirth, discovery, and new ways of seeing the world. It felt like the perfect parallel: today’s AI evolution is ushering in its own new era. I wanted the design to capture that sense of possibility while grounding it in something deeply human. The visual direction grew from this idea: hand-illustrated environments, canvas textures, and architectural arches that form an ecosystem of portals guiding users through their AI journey.
Research and conceptual development became the heart of the project. I explored Renaissance architecture, studied paintings, and experimented with traditional textures until I found a balance that could soften the perception of AI. Nature elements became key: organic flourishes, plants, and warm atmosphere helped counter the mechanical associations people often have with AI. The result is a microsite that feels simultaneously historic and forward-thinking; an intersection between art and technology. From there, I built three distinct portals users could enter, each representing a different “path” into the world of AI: understanding its purpose through case studies, navigating opportunities with curated toolkits, or creating personalized solutions with the TD SYNNEX and Dell Technologies team.
To make the experience feel alive, I collaborated closely with motion and development to bring subtle animations and interactive storytelling into every section. Inspired by a choose-your-own-adventure structure, the site encourages users to play an active role as they explore their chosen path. Although each path begins in a different world, all lead to the same goal: helping resellers take control of their unique AI journey with confidence. Since its soft launch in March 2024, the site has accumulated more than 10,000 page views and sparked the creation of a growing membership program; yet it remains a work in progress, continually evolving as AI does.
This project wouldn’t have been possible without the team behind it. Jenna Ksaibati crafted the narrative foundation as our copywriter, Chris Lagarce elevated the experience with motion design, and Phi Nguyen brought the entire microsite to life through development. Pathw.ai represents the type of work I love most: concept-driven, research-heavy, and grounded in collaboration, where design becomes the bridge between emerging technology and human experience.
ADDY AWARDS
Silver - Microsite
