A New Look for Crooli

A calmer site, a bolder wordmark, warmer type, and artwork drawn fresh for every story. Here is what changed and why.

October 19, 2026 · Crooli News · Web Design

Crooli has grown into a company with a digital studio, a family of products, and a lot of experiments in between. The old site no longer felt like any of them, so we rebuilt it from the ground up.

The goal was simple: make the site calmer to read, easier to find your way around, and clearly ours. Nothing behind it has changed. Accounts, forms, the newsroom, and every product link work exactly as before.

If you would rather watch than read, here is the whole redesign in a minute.

Warmer, quieter, more legible

The old site was bright white with a lot of competing styles. The new one sits on a warm ivory page with ink-coloured text and a single accent colour, lapis, kept for the moments that matter: focus, selection, and the dot on the i.

Headlines are set in Fraunces, a soft serif with rounded edges that reads as friendly rather than formal. Everything else uses Instrument Sans, a clear grotesque built for interfaces. Two typefaces instead of five, each with one job.

The wordmark is back, in vector

The bold Crooli wordmark only existed as a large PNG. We redrew it as a vector shape from the original artwork, so it stays crisp at any size and can change colour with the page. It now sits in the header and runs across the full width of the footer.

The mark next to it also has a little more life. It draws itself in when a page loads, and turns when you point at it.

Every story gets its own artwork

Newsroom posts used to rely on promotional images, and not every story had one. Now every post opens with a piece of artwork generated from its own headline. The shapes come from the mark: quarter circles, rings, dots, and bars, arranged on a grid.

The artwork also picks up the subject. AI stories grow a network of connected nodes, search stories find magnifying glasses, Torrentory stories fill with clusters of peers, and Lexi spells itself out in letter tiles. The same headline always produces the same piece, so a story keeps its artwork forever.

Try it with a headline of your own:

Lighter by design

A calmer design turned out to be a smaller one, too. Rebuilding the styles around a short list of shared parts meant far less code for every visitor to download. These are the measured sizes of the site's stylesheet before and after the redesign.

Posts can do more now

This post is also the first to use something new behind the scenes. Newsroom posts can now include live pieces like the charts, colour swatches, and artwork playground above, right in the middle of the text. Product launches can show real numbers you can explore, not just screenshots of them.

Here is one more, built from the newsroom itself. It counts every post we have published, month by month. Hover over a month to see what went out.

It has been a quieter few months than we would like. Consider this the first post of a busier stretch.

What is next

The redesign is live across every page today, from the newsroom to legal. The studio, TIZZLE, keeps its own home at tizzle.org, and the Collective and Labs pages now present every product in one consistent way.

If something looks off, or you have ideas for what the newsroom should show next, get in touch. We read everything.