Match The Light

The Brief

FrankCo was a B2B SaaS doing solid numbers but losing the room on first impression — the old site looked like a 2018 template and the brand system couldn't tell a coherent story across a demo request, a sales deck, and a paid ad. The ask was small on paper and big in practice: redesign the identity and the marketing site in eight weeks without breaking what already worked.

Two constraints shaped everything. One, the sales team shipped dozens of demos a week and couldn't afford a conversion dip during the rebuild. Two, there was no in-house design team after launch — whatever we built had to be maintainable by non-designers.

The Process

I started by watching ten recorded demos back-to-back. The story the sales team told on calls was sharper, warmer, and funnier than anything on the site. That gap became the brief: make the site sound like the best version of the pitch, not a softened version of it.

From there, three parallel tracks:

• Brand system. A single typographic voice, a restrained palette with one loud accent, and a component library small enough to memorize. Ten components, not fifty.
• Messaging architecture. Every section answered one question. If a block didn't map to a question a prospect actually asks on a call, it got cut.
• Build handoff. Webflow, with every component documented in a Loom the marketing team could reference. No Figma-to-Webflow drift.

The Solution

The hero leads with the demo's opening line, not a product tagline. Social proof sits one scroll below — not buried at the bottom, not front-and-center either. The pricing page shows pricing. The demo CTA is the only CTA above the fold.

The identity system keeps a small number of loud moments and lets the rest breathe. A single brand gradient does the heavy lifting anywhere the product needs warmth; everything else is black, white, and type.

What I Learned

The sharpest page I shipped was the one where I deleted the most. Every round of feedback that pulled content back in got pushed against the demo-call recordings — if the sales team didn't say it on a call, it didn't go on the page. That one filter resolved more debates than any design rationale I could write.