Making-of FRAMEN: An enterprise website, rebuilt.

The problem: two audiences, one voice

Before the first design decision, we understood what we were dealing with. The project started with a kickoff involving FRAMEN’s entire leadership and a phase in which we used the platform ourselves: our own accounts in Ads Manager and Screen Manager, analysis of the old site’s analytics, competitive research for both audiences.

The result was a clear diagnosis. A gym operator and a media planner have different questions, different language, different buying paths. A page that addresses both at once ends up talking past both. So the solution had to be structural: separate funnels per audience, dedicated page tracks for the most important industries.

The hero section: from software look to Apple

For the hero, we fully developed several directions and presented them to the C-level - each with a clear recommendation. The feedback led to a deliberate sharpening: less software look, more Apple.

So another iteration round. The new hero uses a fullscreen visual showing the screens where they work: in real locations. For these visuals we developed and produced our own video AI rendering concepts instead of falling back on stock. The result is a minimalist Apple look with subtle, precisely placed animations.

One insight from this phase became a design principle: gym operators and hoteliers do not sit at a laptop, they have their phone in hand. From this point on, every decision was made mobile-first.

From concept to a complete system

From the approved landing page grew the whole system: over 15 pages, including the separate funnel worlds for locations and advertisers, pricing, success stories, press, about, and blog. Plus CMS structures for partner logos, cases, and news, so the FRAMEN team can scale content itself.

This phase was about the details that decide conversion: where does each call-to-action sit? How does the flow take a gym operator from first scroll to inquiry - and a media planner to the right product? Structure, content, and flows were optimized repeatedly until both worked: the impact of the brand and the path to the inquiry.

Development: a style system instead of dependency

The site was built in Webflow, on a comprehensive style system: defined components, consistent classes, documented structures. That is more work up front - and exactly why it is the right way. It lets FRAMEN adapt and extend the website itself, without depending on us.

On top of that, a multilingual setup with a clean directory structure. It fixes a concrete SEO weakness of the old site: translations search engines had never seen before are now indexable - a direct visibility gain in several markets.

Motion & performance: green PageSpeed despite video

In motion design, we delivered what the concept promised: interactive, vector-based 3D animations that explain the product instead of just decorating, subtle transitions, and an optimized video pipeline for the cinematic hero content.

The real technical achievement is in the combination: despite the size of the site, despite videos and animations, the PageSpeed index stays fully green. Performance at this level on video-heavy websites is no accident. It is the result of consistent asset compression, a thoughtful lazy-loading strategy, and clean code.

Frequently asked questions

A website that explains your product

Complex product, several audiences, high design standards? That is exactly our terrain. Let us talk about your project - reach out through our contact form.