From conceptto launch.
We built the process that sits behind every premium project we ship. From the first briefing through concept, brand design and motion to clean Webflow development - all in one studio, in one visual language, with a fixed team per project. Clear phases, clear responsibilities, clear outcomes. You know at every moment what's happening and why.
A premium website
is felt before
it's understood.
What does that look like in practice? Let's walk through a real project: the relaunch of FRAMEN, the digital signage platform from the Axel Springer group.
Concept & project plan
FRAMEN runs a platform with over 30,000 locations in more than 30 countries and serves two fundamentally different audiences: locations like gyms, hotels, and coworking spaces on one side, advertisers and agencies on the other. The existing website addressed both worlds at once and therefore reached neither properly. So the project started at the very top: with a kickoff involving FRAMEN's entire leadership team, in which we built a detailed understanding of the product, the market position, and the company's strategic direction.
Hero & brand design
For the hero section, we fully developed several directions and presented them in a call with the C-level, each with our clear recommendation on which direction positions the product most strongly. The feedback led to a deliberate sharpening: less software look, more Apple. So we ran another iteration round and rethought the hero section, with a fullscreen visual showing the screens where they actually work: in real locations.
For these visuals, we developed and produced our own video AI rendering concepts for FRAMEN instead of falling back on stock material. The result: a minimalist Apple look with subtle, precisely placed animations that set the tone for the entire website. One insight from this phase became the project's design principle: gym operators and hoteliers don't sit at laptops, they have their phone in their hand. From this point on, every design decision was made mobile-first.
Landing page design
Based on the final hero direction, we developed the rough concept of the landing page and solved the old site's core problem: generic messaging nobody recognizes themselves in. The new structure addresses each industry directly. A gym sees what FRAMEN means for gyms, a hotel what it means for hotels, with dedicated sections for the most important verticals and clear paths into the matching funnel.
Design of the entire website
From the approved landing page grew the complete 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 on their own. Every page was first presented as a concept and then refined in close coordination with the FRAMEN team.
This phase was about the details that decide conversion: where exactly each call-to-action sits, how the UX flow takes a gym operator from first scroll to inquiry, and a media planner to the right product. We optimized structure, content, and flows repeatedly until both worked: the impact of the brand and the path to the inquiry. All of it consistently mobile-first, across two audiences and every screen size.
Development & motion design
The build was done in Webflow, on top of a comprehensive style system: defined components, consistent classes, documented structures. That's more work up front, and exactly why it's the right way: it lets FRAMEN adapt and extend the website themselves afterwards, without depending on us. Add to that a multilingual setup with a clean directory structure that fixes the old site's SEO weakness: translations search engines had never seen before are now indexable.
In motion design, we delivered what the concept promised: interactive, vector-based 3D animations that explain the product instead of just decorating it, subtle transitions, and an optimized video pipeline for the cinematic hero content. And despite the size of the site, despite videos and animations: a fully green PageSpeed index. Performance at this level on video-heavy websites isn't luck, it's the result of asset compression, a lazy-loading strategy, and clean code.
Handover, go-live & beyond
Before launch, we went through the complete website together with the FRAMEN team, page by page. The final review produced one last fix list, from navigation polish to detail optimizations on the mobile experience, implemented within the same week. We then transferred the project into FRAMEN's Webflow account, took care of all technical settings, and trained the team in detail: what can be adjusted where, how the CMS works, where the boundaries of the style system are.
Was Framen über die Zusammenarbeit sagt
Alex Kurze, Manager at FRAMEN, on working with INSYNC.
Frequentlyasked questions.
How we work, what to expect, who's responsible for what. All questions about how a project unfolds with us.
Six clearly separated phases: concept and project plan, hero and brand design, landing page, remaining pages, development including motion, handover and go-live. After each phase a structured feedback round - so nobody ends up staring at a finished thing that doesn't fit.
Standard project: 4-6 weeks from briefing to live. Multi-page with custom animations: 6-10 weeks. After the concept call you get a firm timeline - not a „roughly around then“.
A dedicated project manager runs the project from start to finish. Weekly sync calls, async updates via Slack, email or WhatsApp. You ask, you get an answer within 24 hours.
One main feedback round per phase plus final approval at the end. Comments structured directly in Figma or via Asana - not ten points scattered across an email somewhere in between. That keeps scope and pace stable.
We bring concept, design, copy suggestions, stock assets, brand direction and development. You bring your domain knowledge - content only you can deliver (cases, team info, logos, real photos if you have them). If photos are missing, we help with AI image generation or premium stock.
Let's talk about your project.
20-minute call, no sales pressure. You describe what you have in mind, we tell you if and how we can help.