Build It Beautiful

Squarespace partnered with SpecialGuest and media production company 1stAveMachine to create a new, integrated campaign series called Build It Beautiful. The goal was to show businesses how easy it is to make a beautiful website.

Together we created a highly visual campaign series, including TV, OOH and print, that featured small businesses and how they used Squarespace. While the small businesses we chose were real, we brought the visualizations of their websites to an almost otherworldly level.

‍

1stAveMachine director Tim Brown applied his premium aesthetic to the project in a way one might expect more from luxury products than website-building technology.

The campaign made small businesses feel big by featuring their websites in co-branded commercials.

‍

Animating the slogan “Isn’t it beautiful when things just come together? Build it beautiful with Squarespace,” each video starts with floating abstract imagery and objects that eventually compose themselves into a beautiful website. The series of films and print work focused on three of the key verticals for the platform—restaurants, product design, and e-commerce—based on real Squarespace users, showing that there’s really no excuse for a website that isn’t beautiful.