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American Haiku's New Site Takeaways:
- American Haiku’s new website reflects its identity through retro visuals, hidden features, and media-inspired UI touches.
- The Brooklyn creative studio partnered with Studio Temp to turn its name and philosophy into an immersive web experience.
- Projects for brands like Meta and New Balance are now featured with design notes and behind-the-scenes context on the redesigned platform.
Brooklyn-based creative studio American Haiku just launched a website that feels more like an experience than a portfolio.
And that’s exactly the point.
With help from design partner Studio Temp, the company transformed its web presence into an interactive homage to anime aesthetics, vintage tech, and creative experimentation.
From the moment visitors land on the site, they’re greeted with a rotating carousel of animated intros that nod to late-night movies and 16-bit video games, creating a sense of discovery and playful immersion.
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"We approached our own brand the same way we do the brands we work with," Thom Glover, Founder and CCO at American Haiku told DesignRush.
"It’s an opportunity to build out a world that's immersive, delightful and rewards continued exploration.
When every detail makes you want to dig in more, or find out what's coming next, we know we're doing something right."
The site’s visual identity leans heavily into stylized Japanese influences, from bold color contrasts to system-style UI elements.
The typography was custom built to seamlessly bridge Japanese and Latin scripts.
This serves a deliberate nod to the company’s name, which was inspired by filmmaker Errol Morris’ description of advertising as “American haiku.”
Rather than showcase case studies in a conventional format, the site lets users explore American Haiku’s body of work with added layers.
This includes toggling through different aspect ratios, overlaid scripts, and behind-the-scenes annotations.
It’s an interface that invites curiosity while reinforcing the studio’s obsession with craft and storytelling.
What Else Is on the Site?
The website design not only prioritizes aesthetic punch but also positions the company’s philosophy front and center.
An “info” page wraps up with a short video and a single prompt: “What’s Your Story?”
This phrase alone reflects the studio’s belief that creativity should start with narrative, not just visuals.
Projects for clients like New Balance, Yahoo, and Meta are presented with thoughtful production notes and creative insights.
Instead of flashy animations for the sake of attention, each design choice serves a function: either to honor the studio’s references or to create a new one.
The site avoids gimmicks, opting instead for what American Haiku Creative Director Ben Muckensturm calls a “freeing and intentional” creative framework.
"Something that could inspire other studios to rethink what a digital first impression can look like," he adds.
Our Take: What Makes a Site Stick?
Most agency websites blur together after a while, settling for clean grids, big type, and vague taglines.
What stood out to me here is how American Haiku went all in on a distinct voice.
To them, it's not just about looking cool but also about creating a platform that is personal, oddly nostalgic, and representative of their agency.
For design-forward agencies, this is a reminder to show, not just tell.
Recently, Mountain Dew also underwent its own design refresh, unveiling a new look through a multi-channel campaign.
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