How Martin built the new Equals website with AI

I’ve always appreciated the Equals brand. So today I want to share a little behind-the-scenes of how their designer Martin used Claude, Cursor, and Figma to build their new website.

He admits that at first he was pretty intimidated by using Claude Code but how after two weeks it became one of his favorite tools 👇

Getting started

A month ago, I was honestly a bit afraid of using Claude Code. Two weeks of intense prompting, 195 commits, and 6,000+ lines of code later, it's now one of my favourite tools! Here's how we've rebuilt new Equals website with Claude, Cursor and Figma.

With last week's launch of Analyst, our new spreadsheet agent for GTM, we wanted to give Equals a new visual identity–one that better reflects our evolved mission: to build AI-native success to Excel.

We wanted something that's precise and technical, but still approachable and human. Started exploring this new direction about six months ago and after countless iterations, we finalized the design in December and prepared it for launch.

The visual system is built around three core elements:

1. Typography

2. Colors

3. Background patterns

We switched from Aeonik to Serrif for the main typeface, refreshed the palette, and softened our background patterns with more polished gradients.

My stack for rebuilding the website was Claude Code, Cursor, GitHub Desktop, and Figma (with its MCP).

I use Claude for larger, site-wide changes, refactors, and animated mockups. While the terminal UI can be intimidating at first, and that's honestly what kept me from using it at first, it really shines at complex, time-heavy tasks. Things I roughly know how work, but couldn't realistically code from scratch myself.

Cursor has been my go-to for smaller changes and precise edits. I've used it for the past year to contribute to our app with small tweaks, so I was already very familiar with the tool.

One other feature I like about Cursor is the undo functionality. When you're just trying something out, it's really easy and safe to do it without having to prompt your way back to the initial version.

That's where GitHub Desktop works well for me with Claude. I usually commit any prior changes before doing larger exploration, and use the Discard changes there as a way to hack the undo functionality. You could obviously tell Claude to revert changes, but I just find it a bit easier and quicker to do with GitHub.

Btw really excited what @benjitaylor is working on here with Agentation for giving agents the right context to work efficiently. For anyone who haven't seen it yet - it gives you a super simple UI to annotate your front-end and then copy it as prompt for Claude (or your agent of choice). And they just released v2. Make sure to check it out–super useful!

Back to our website – thanks to @benmcredmond, our web already used a minimal and well-structured system. Restyling the typography and colors was mostly a matter of a single prompt, referencing the new styles via Figma MCP and fine-tuning by hand.

Within the first two days, the foundation was done, about 50% of the redesign. The rest was spent refining components, adding subtle interactions, and polishing details.

My stretch goal of the implementation was replacing static feature images with real HTML/CSS mockups—and this is where Claude truly delivered.

Using AI for small things, like swapping typography styles or fixing basic CSS, sometimes feels like a nice-to-have (looking at you “add 10px margin to .hero-h1” prompt) it’s the complex, time-heavy tasks where it really shines.

In two days, I rebuilt mockups for Analyst, Slack, and Writeback, making them easy to personalize per persona and adding subtle animations.

The payoff came right the evening before launch: we had this idea to add interactive example prompts to Analyst that animate responses in. Something that would’ve taken hours doing in Figma, done in minutes and a few prompts. Magic!

Overall, Claude and Cursor saved us at least a month of work. More importantly, they gave me full control over the redesign and made it possible to add subtle, delightful details that would otherwise never ship.

If you have a moment, we’d love your thoughts on the new site—and especially on Analyst! 👉 Equals