01 Home
Connection, made extraordinary
The homepage opens on a real gathering at dusk, with two clear paths: explore a gathering or request an invitation.
JUNIThe Atmosphere for Connection
Brand, business strategy and website for JUNI, a private members' society for Kathmandu that brings the right people, places and ideas into one fabric through curated gatherings, tiered memberships and a collection of physical brand pieces.
Visit the JUNI website- Deliverables
- Brand, pitch & website
- Location
- Kathmandu, Nepal
- Industry
- Hospitality & Community
- Year
- 2026
- Tools
- Claude Code, Vercel
- My Role
- Web Developer & UI/UX Designer
The challenge
Kathmandu doesn't lack people, it lacks places that make meaningful connection easy to find. Social circles repeat, networking feels transactional, discovery is limited, reputation decides who gets in, and there are few signals of trust or compatibility. Very few environments are designed for connection on purpose.
The result
JUNI, a society built around atmosphere: a brand rooted in the warp and weft of a Nepali handloom, three membership tiers, a calendar of curated gatherings, a physical collection that makes belonging tangible, and a four-page website that turns curiosity into applications, backed by a full business plan.
Discovery: a city without rooms for connection
Defined the real problem (not a lack of people, but a lack of environments for connection), sized the market from 16.6M internet users down to a 400K core audience, and landed on the insight: people remember how they felt, not where they met.
The challenge isn't a lack of people
It's a lack of environments that make meaningful connection easier to discover.
01
Repetitive circles
The same people, the same rooms, every week.
02
Transactional networking
Events built around business cards, not people.
03
Limited discovery
Few ways to meet anyone new outside your circle.
04
Reputation barriers
Access depends on who you already know.
05
No trust signals
Nothing tells you who you'd actually connect with.
06
Not designed for it
Very few spaces are built for connection on purpose.
People rarely remember where they met. They remember how they felt. Atmosphere + Discovery + Intent = Connection.
Starting in a city that's ready
Market indicators for Nepal, narrowed to the audience JUNI is built for.
0M+Internet users
0M+Social media users
0M+Annual tourists
0K+Core JUNI audience
0%Target adoption
0Members at launch scale
From culture to JUNI
Start in one city, learn, validate and refine the model before scaling.
- A culture of connection
- Demand for discovery
- A growing experience economy
- Premium hospitality growth
- JUNI: 400K core audience, 1% adoption, 4,000 members
Ideate: connection by design
Shaped JUNI around five values (atmosphere, discovery, community, hospitality and belonging), mapped a seven-step member journey from discovery to advocacy, and built a business model on five interlocking revenue streams.
Meaningful connection isn't left to chance
JUNIThe atmosphere for connection
AtmosphereRooms that set the tone
DiscoveryMeeting the unexpected
CommunityPeople who stay
HospitalityFood, drink and care
BelongingFeeling chosen
Seven steps, from curious to advocate
- 01 Discovery
Digital campaigns, referrals and partnerships.
- 02 Membership
Application, verification and onboarding.
- 03 Immersion
Welcome events, introductions and orientation.
- 04 Participation
Events, dining experiences and workshops.
- 05 Connection
Relationships, collaborations and friendships.
- 06 Retention
Membership renewal and loyalty benefits.
- 07 Advocacy
Referrals, ambassadors and community hosts.
What JUNI changes
- BeforeSocial isolationAfterMeaningful connections
- BeforeFragmented communitiesAfterA curated social ecosystem
- BeforeTransactional networkingAfterAuthentic relationships
- BeforeLimited opportunitiesAfterExpanded personal and professional networks
- BeforeLack of belongingAfterA strong sense of community
Giving connection a sense of permanence
A collection of physical pieces that make belonging tangible.
01
JUNI Passport
A record of discovery.
02
Membership Card
A personal identity within JUNI.
03
Membership Rings
A symbol of participation: Circle I, II and III.
04
Event Invitations
A curated entry point.
05
Brochure & Website
A gateway into the ecosystem.
Five streams that strengthen each other
01
Membership
Recurring revenue and community retention.
02
Hospitality
Botanical bistro and bar, daily cash flow.
03
Experience economy
Venue hire, events and activations.
04
Curated retail
Artisan partnerships and gallery commission.
05
Enterprise
B2B design contracts and commercial projects.
Create: the brand, the campaigns, the site
Designed the identity, the JUNI Collection of physical pieces, three launch campaigns and the website: Home, About, Discovery and Membership, with an application flow instead of a checkout.
Four pages, one invitation
Every page of the live site, from the first invitation to the application form, which replaces a checkout.
Explore every page
Pick one, then hover (or scroll) the frame to move through the full design.
Quiet luxury, woven through every page
02 Home
The handloom idea
The brand story in one line: the warp and weft of a Nepali handloom, and a society built on the same principle.
03 Home
Where members gather
Evenings in the Old City, the Salon Series and Garden Receptions, each tied to a real Kathmandu setting.
04 Home
Three tiers, one fabric
Atelier, Weave and Loom, introduced right on the homepage so membership feels within reach.
05 Discovery
A calendar worth opening
Every gathering has a date, a venue and limited seats, so the calendar itself builds anticipation.
06 Membership
An invitation, not a transaction
Tier cards with clear prices and benefits; the top tier, Loom, is by nomination only.
07 About
It started with a table
The About page tells the founding story with warm, candid photography instead of corporate claims.
08 Membership
Tell us who you are
An application form replaces a checkout, which keeps the community curated.
Three launches, three moods
Build exclusivity
Founding 100
- The first 100 members form the founding chapter
- Founding ring, passport and lifetime recognition
- Visual: a luxury invitation poster
Brand awareness
What's your atmosphere?
- A short assessment reveals your JUNI archetype
- The Curator, Explorer, Observer or Catalyst
- Visual: an Instagram carousel
Launch awareness
The city is invited
- Curated experiences across Kathmandu
- Rooftops, courtyards, art spaces and boutique hotels
- Visual: a city map and venue network
Made for the phone in your hand
Measure: a plan to prove it
Success is set against clear targets: the Founding 100 members, break-even in years two to three, a 40% margin and 1–2% market penetration, then a roadmap from a Kathmandu pilot to global cities.
What success looks like
0Founding members
0%Target margin
0%Market penetration needed
0Revenue streams
0Years to break even, at most
0KUSD to launch the pilot
From Kathmandu to global cities
- 2027
Kathmandu pilot: validate the model.
- 2029
Expand across Nepal.
- 2031
Regional presence in South Asia.
- 2035
Global cities, international growth.
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