Steve Schlafman is an executive coach, writer, and former VC with a thoughtful, human approach to leadership. He approached me with a clear but challenging goal: to create a calm, intentional space on the internet. Something that felt spacious, minimalist, and deeply authentic to who he is. Not a flashy coach site or a typical portfolio, but a digital home that invites people to explore his work, writing, and philosophy.
The process
Over the course of a month, we worked closely to bring that vision to life. I designed and built the site entirely in Framer, handling everything from initial concepts to the final launch.
One of the most creative parts of the process was building a visual identity from scratch using Midjourney. We generated over 1,000 image variations and curated a small set that helped define the feel of the site.
Breaking the rules
This project wasn't about following trends. It was about making something honest and different. To get there, I had to break a few design rules and trust the process. The result is a site that feels calm, open, and unmistakably Steve.
The response
After we launched, I was proud to see kind words not just from Steve, but from his network of coaches, founders, creatives, and longtime collaborators.
One person said, "Few websites generate any emotion in me these days, but this is a beautifully crafted and rich experience." Another mentioned that the illustrations made the site feel unique and unlike anything else out there. And perhaps the best compliment of all: someone simply said, "This feels like you."
That's when I knew we'd accomplished our goal. We didn't just build a website. We built something that feels like Steve.
