FLOC* [Rethinking in Framer]

Role: Led the UX/UI Design and development process at Framer from 0 to launch.

Tools: Made in Framer

Timeline: WIP

Live link: wearefloc.com

Digital experience design is more than just an aesthetic pursuit—it’s a living, breathing entity that has undergone constant evolution, refinement, and iteration. It’s a process that feels deeply personal, akin to raising a child—requiring care, patience, and a relentless drive for excellence. Every pixel, every interaction, and every micro-movement is crafted with meticulous attention, pushing the boundaries of digital experience to deliver a top-notch product.

This journey truly took form during the extensive rethinking phase of the brand—an intense, six-month-long process of deep conceptualization that gave birth to FLOC*. This phase was pivotal, not only redefining our brand’s essence but also laying the foundation for a new visual and narrative system. The result? A dynamic and adaptive RGB Visual System that embodies the very core of FLOC*’s identity.

From that point forward, our new identity, brand story, and visual system have continuously evolved within the digital landscape. This ongoing transformation presents an ever-evolving challenge for our Product Design team—a challenge we embrace wholeheartedly. The digital space demands flexibility, and we have adapted by refining interactions, redefining user experiences, and ensuring that every design decision aligns seamlessly with our overarching vision.