All Turtles is an unusual beast, and that makes describing who they are and what they do a bit of a challenge. For years AT described themselves as a product studio, but they also take on branding, intellectual property, finance, and recruiting. They work with a select group of companies, but also spin up their own. They’re known for tech, yet also have footprints in healthcare and food.
It all adds up to a small company where nothing feels off-limits.
So when it came time to update the All Turtles website, the first and biggest question was simply how to cover it all.
We found inspiration in architect Frank Lloyd Wright’s concept of compression and release: a small entryway opening on a large, bright room creates a sense of personal space balanced with openness.
Keeping this tension in mind, we made our homepage minimal, summing up All Turtles in as few words as humanly possible. But start scrolling, and there’s much more going on than you thought. Click through to the services and case studies, and suddenly the copy goes deep, with design that’s alternately dense and expansive.
It’s a continual dance of compression and release.
Project Team
Executive Leader — Chris Ploeg
Content Strategy & Copywriting — Forrest Bryant, Andrew Sinkov
Visual Design — Dala Botha, Christina King, Clio Atencio
Motion Design — Peter Kemme
Engineering — Cy, Kurt Libby, Ivan Sanches, Will Tamagi
