Elevating Indie Casting’s digital presence
Andrey Kichigin
Case study: Elevating Indie Casting’s digital presence
Project summary
Client: Indie Casting
Industry: Entertainment & casting
Scope: Website design & development
Objective: To design a new website from scratch that aligns with Indie's rebranding, enhances user engagement and serves as the digital gateway to their app
🚩 Problem: Great Product, Weak Digital Storytelling
Indie Casting had already built a strong reputation within Georgia's film and entertainment ecosystem. Their mobile app for casting directors and talent had won awards and gained traction. However, their existing website told none of that story. It was static, outdated, and misaligned with the dynamic energy of their product and brand.
Worse, it undermined their expansion plans — especially their entry into the Middle East and broader European markets. With low traffic, zero optimization for conversion, and no clear narrative, they were struggling to:
Attract international partners and clients
Drive app downloads and engagement
Build credibility with new audiences
They needed more than just a redesign. They needed a digital identity that could carry their vision forward.
Client’s pain points
Indie faced two primary challenges:
An outdated website with low traffic limiting user engagement
The need for a modernized brand-aligned website designed from scratch to integrate their new branding and serve as an effective entry point for their app
Lacking in-house design expertise, Indie sought external support to bring fresh creative capabilities to the project while ensuring cost efficiency
💡 Solution: Brand-First Strategy Meets No-Code Speed
We approached this as a full-stack product story and experience revamp, not just a website update. From discovery to deployment, everything was geared toward delivering a high-conversion, brand-aligned platform in just 3 weeks.
1. Strategic Brand Positioning
Before design, we did a rapid but deep business immersion. Through a series of working sessions, we mapped Indie Casting’s:
Vision for international expansion
Unique brand DNA and tone of voice
Key app differentiators
New business goals: grow leads, boost app installs, and create a strong first impression
2. User Experience & Narrative Design
We crafted the content and structure using a swipe-like, cinematic UX, mirroring the app’s core navigation. This created a memorable user experience while guiding visitors toward action (inquiries, downloads, partnerships).
Key UX features:
Scroll-triggered storytelling to guide users through the product
App-like animations and transitions for continuity
Clear value propositions tailored to casting agents, filmmakers, and talent
3. No-Code Development in Webflow
Using Webflow allowed us to:
Move fast with full responsiveness
Deliver a CMS-enabled backend the client could manage themselves
Optimize SEO and hosting from day one
We also set up domain, analytics, and CRM integrations — providing a full handover for internal use.
Branding & UI design
Typography and color choices were carefully curated to enhance brand identity and engagement while animations and interactions provided a dynamic feel akin to an app
4. No-code development in Webflow
Using no-code tools, I built a responsive and interactive website ready for launch with custom hosting settings and domain setup
Strategic insights & key decisions
The website’s swiping effect was emphasized to replicate the app experience
It was designed to be engaging and minimalist acting as an entry point to encourage app downloads
The approach prioritized cost-effectiveness ensuring that most of the startup’s resources could go into product development rather than website costs
📈 Outcomes: Measurable Growth in 5 Days
Results were immediate.
16 inbound inquiries from the site in the first 5 days (previously: 1 per month)
3x increase in site visits, with longer average session durations
Successful launch into the Saudi market, with new conversations unlocked thanks to stronger brand trust
We measured success not by visual polish alone, but by actual outcomes: engagement, conversion, and brand confidence.
🌱 Long-Term Impact
This was not just a launch—it was a launchpad. With a dynamic, scalable digital presence, Indie Casting is now positioned to:
Expand into new markets
Attract investor and partner attention
Launch new features or platforms from a consistent brand hub
Iterate continuously based on user feedback
We continue working with them on ongoing optimization, CRO experiments, and landing page A/B testing to increase conversion across different user segments.
Client feedback
“Jon Scagos, Indie’s founder, was thrilled with the result He was so excited that he wanted to launch the new website immediately and test it in real-time.”
Challenges & how I solved them
Challenges
Limited visuals from the app (as it was still a prototype)
Minimal communication with the team as they were deeply involved in app development
Solutions
I took full ownership and proactively created custom visuals and mockups to replicate the swipe effect
Leveraged branding colors and animations to enhance motion and interactivity
Designed a custom preloader to enhance the user experience
Future vision & next steps
The collaboration is ongoing I am supporting Indie on a retainer basis continuously testing and optimizing the website to drive better conversion rates and ensure scalability
Want to elevate your startup’s digital presence?
Let’s build something impactful together 🚀
Like this project
Posted Feb 7, 2025
Indie swipe 'yes/no' app for casting. The startup partnered with us to design their new website and lay the foundation for their upcoming platform
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Timeline
Dec 1, 2024 - Dec 23, 2024
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