One platform, two worlds, one site built to Apple standards.

The starting point

FRAMEN connects screens in places like gyms, hotels and coworking spaces with advertisers. That gives the platform two customer groups with almost nothing in common: venues that want to fill and monetize their screens, and advertisers who book reach.

The old website spoke to both at once and reached neither properly. On top of that came technical structures that had grown over time and a multilingual setup whose translations were invisible to search engines. The language versions had no URLs of their own.

We started with a kickoff at leadership level. Then we immersed ourselves in the product: our own accounts in the Ads Manager and Screen Manager, a review of the analytics and a competitive analysis for both worlds.

What we did

Two worlds, separate funnels

We separated the funnels completely. Venues and advertisers each get their own world with their own messaging. For venues, there are also dedicated journeys by industry, such as gyms, hotels and coworking. The industry pages come from a dedicated CMS template, and FRAMEN adds new industries on its own.

Around the two worlds sit pricing, success stories, about, press, media, events, blog, contact, speaker profiles and the legal pages.

Design to Apple standards

In the first design presentation, FRAMEN saw several hero variants side by side, not just one. That led to a minimalist look with a fullscreen visual, plenty of calm and clear typography.

Mobile is not a shrunken desktop. We created a dedicated mobile design and built the site mobile-first throughout.

Video and motion

The product world is shown through custom video renderings that we produced with AI. On top of that come hero animations modeled on Apple TV, sticky scroll, marquee, Rive animations for the user interface and Lottie.

Page transitions run on Barba.js: a slide-up on the core pages Home, For Venues, For Advertisers, Pricing and Industries, and a crossfade everywhere else. Videos play even on iPhones in Low Power Mode.

Success stories with their own URL

The success stories open as a pop-up, so no one has to leave the overview. Even so, every card is a real link to its own detail page. A normal click opens the pop-up, while Cmd, Ctrl or the middle mouse button opens the page. That way, every story gets its own URL and an entry in the sitemap.

Handoff to the in-house team

We transferred the finished site to FRAMEN's Webflow workspace, with a style guide right inside Webflow. Along with it came the source files for their in-house designers: design and image hub in Figma, plus a video hub with all renderings.

We commented the custom code so that someone will still understand it twelve months from now. Small things were part of it too, such as a static 404 page in FRAMEN branding with a clear way back.

Tech and integration

Webflow with a system

The site runs in Webflow on a documented, scalable style system. Content that changes lives in CMS collections that reference each other.

• Success stories, business types, logos and testimonials as separate collections
• Logo slider with category filter, speed set as a CMS value and independent of the number of logos
• four variants of a section using conditional visibility instead of filter logic, so hidden variants never even make it into the DOM
• Testimonial slider with categories, FAQ with filter

Custom code outside Webflow

Page transitions and animations run on Barba.js, GSAP, Lenis, Swiper and Lottie. The custom code is versioned in a Git repository and delivered through the jsDelivr CDN. A simple list of slugs controls which pages get which transition.

Multilingual setup for search engines

The language versions now have their own URLs, for example the German version under /de/. That lets a search engine find and serve each language individually.

The result

framen.com has been live since May 2026. Since then, FRAMEN has maintained the content in Webflow on its own.

Despite video on almost every page, the site passes Core Web Vitals on mobile and desktop in the PageSpeed test from October 21, 2026. Largest Contentful Paint is 2.4 seconds on mobile and 1.4 seconds on desktop, with layout shift at 0.01 and 0.03.

Mobile

This is how the website looks on a smartphone.

Metrics

Measured with Google PageSpeed Insights on October 21, 2026. View report

Project details

Client

FRAMEN GmbH

Industry

Software & IT

Year

2026

Services

UI/UX design, mobile design, Webflow development, CMS architecture, motion design, video renderings, multilingual setup and SEO

Technology

Webflow, GSAP, Barba.js

Team

Management: 1x Project Manager · Creative Direction: 1x Creative Director · Design: 2x Senior Designer, 1x Junior Designer · Development: 1x Development Lead, 1x Senior Webflow Developer · Animation: 1x Motion Designer, 1x Generative Animator