Infrastructure, orchestrated.
Case Study
This website — every template, every animation, every line of CSS — was built by an agent team directed by Ian Hammond, OTOT co-founder. Ian is not a developer. Here's exactly what was built, how the team worked, and what it would have cost to do it the traditional way.
The numbers
This wasn't a proof of concept. It was a production deployment — a complete HubSpot CMS theme, built to spec, live in the Design Manager, and fully matched to the original brand designs.
No briefing documents. No development tickets. No waiting. Ian gave directional feedback; the agent applied it and deployed immediately.
2
Days from start to live deployment
2,163
Lines of code written (CSS, JS, HubL)
8
Custom HubSpot modules built
0
Developers on the team
What was built
Not a marketplace template. Not a modified default. A fully custom theme built to HubSpot's Design Manager architecture — with a complete brand system, custom JavaScript, and six production page templates that match the original designs exactly.
The design system
The stylesheet isn't a collection of overrides on a base framework. It's a ground-up design system — CSS custom properties for the full OTOT brand palette, a typography scale, a grid system, and a complete component library covering every element on every page.
It also includes a full scroll animation system — built in vanilla JavaScript using the Intersection Observer API and requestAnimationFrame. No GSAP. No jQuery. No external dependencies.
What the scroll system does
The pages
Home
Tagline strip → Hero ("One system. Not seven.") → Problem in two columns with cost callout → Two pillar cards on khaki → Proof callout → CTA
Orchestration
Navy hero → Problem (khaki) → What is / What isn't in two columns with navy contrast card → Four-step process with "Who it's for" sidebar → 90-day Pilot spec table → CTA
Exacto
Khaki hero → HubSpot ceiling problem with navy stack diagram showing disconnected tools → What it is (khaki) → Four audience types → Four-step build process across two columns → Outcomes with proof callout → CTA
Advisory
Khaki hero → Six-figure decision problem → What is / What isn't with navy contrast card → Who it's for on khaki → Three tier cards (Foundational / Strategic / Principal) → CTA → HubSpot callout
About
Khaki hero → Origin story with three stat cards (2 / 0 / ANZ) → Founder cards for Ian and Neil → Conekter technology partner section → Four differentiator items → "The name" section → CTA
Contact
Full-height khaki layout → Two-column contact grid → Ian and Neil with email and LinkedIn links → Booking widget placeholder ready for Calendly or Cal.com
How it was done
The work was directed through the claude-code agent — running in the Claude Code environment with direct filesystem access, bash execution, and the HubSpot CLI already configured. Ian gave directional feedback. The agent made technical decisions and deployed each iteration immediately.
Four capabilities made this possible at this pace.
The agent held 876 lines of CSS, five original HTML reference files, eight page templates, and multiple module schemas simultaneously — making consistent, coordinated changes across all of them.
HubSpot's CMS has non-obvious constraints. The agent navigated them — correct HubL syntax, Design Manager path conventions, module schema structure, CLI upload behaviour. Ian knew none of this and didn't need to.
Ian said things like "the spacing doesn't look as good as the original" and "can we make the animations more pronounced." The agent translated each note into specific code decisions and applied them immediately. No ticket. No brief. No developer to chase.
Every iteration deployed directly to the live HubSpot account using the CLI — not uploaded manually through the Design Manager UI. Feedback-to-live was measured in minutes, not days.
The comparison
To scope this project through a freelancer or agency, you'd need at minimum four specialists. Here's how the numbers stack up.
| Role | Scope | Hours | Rate | Cost (AUD) |
|---|---|---|---|---|
| HubSpot developer | Theme architecture, module builds, HubL templating, CLI setup | 40–60 hrs | $150/hr | $6,000–$9,000 |
| Front-end developer | CSS design system, JS scroll effects, responsive layout, accessibility | 24–40 hrs | $140/hr | $3,360–$5,600 |
| Designer | Design system definition, component specs, spacing and typography | 16–24 hrs | $150/hr | $2,400–$3,600 |
| Copywriter | Migrating and adapting copy from reference designs into templates | 8–12 hrs | $150/hr | $1,200–$1,800 |
| Project coordination | Briefing, review cycles, revisions, stakeholder comms | 8–12 hrs | $120/hr | $960–$1,440 |
| Total | 96–148 hrs | $13,920–$21,440 | ||
Traditional route
6–8 weeks
Estimated timeline including briefing, development, review rounds, and revisions
3–5 people
To manage, brief, review, and chase across the engagement
15–20 hrs
Of Ian's own time — briefings, reviews, approvals, and follow-ups
With the agent team
2 days
Start to live deployment. No waiting for availability. No sprint planning.
0 people
Managed externally. Zero coordination overhead. Zero handoff points.
3–4 hrs
Of Ian's time. Directional. No briefing documents. No approval rounds.
Total external spend on this build: effectively $0 beyond an existing subscription.
~$30/mo
What this demonstrates
Ian directed it. He didn't specify it. He said what wasn't right; the agent read the reference, identified the gap, and rebuilt to match. That's interpretation — not instruction-following.
The output is production-quality. Not a prototype. Not a proof of concept. A fully deployed, WCAG-accessible HubSpot theme running live right now.
The complexity was real. HubSpot's CMS has platform-specific constraints that take an experienced developer time to learn and navigate. The agent knew them. Ian didn't need to.
And the iteration cycle was frictionless. Every directional note applied and deployed the same session. No ticket. No waiting. No "I'll check with the developer."
The agents that run inside your operational tools work the same way. You direct. The agent does. The friction disappears.
See how Orchestration worksThis website was built by our agent team. Two days. No developer.
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