Smiirl is a connected flip-counter that displays your follower count in real time, adding excitement to your physical space. You can also customize it to track KPIs, helping teams celebrate milestones together.

Founded 10 years ago in Paris, Smiirl set out to create engaging displays that bridge the gap between online presence and real-world spaces. You’ve likely seen a Smiirl Counter in cafes, boutiques, or workspaces from Paris to Berlin, Tel Aviv, Sydney or New York—they’re everywhere. Their mission is to refresh the brand and design a new website that captures the bold, playful spirit of Smiirl and highlights the magic behind its product. Our objective : make it clap clap clap clap clap clap clap clap clap...

We kick off every project with “The Couch.” Much like a therapy session, we dive deep, spending hours listening and understanding your brand, market, and competition. This immersive process allows us to truly integrate into your team. Brand positioning is crucial for driving a successful rebrand. Our goal was clear with Smiirl: let’s make it bold 💄 and unmistakably playful 🎰

The magic of Smiirl’s counters is in their playful design and vibrant presence. Our 3D design journey showcased the sleek contours and dynamic flip mechanism, highlighting the joy these counters bring to any space.

To convey their true scale, we positioned familiar elements like a coffee cup and magazine alongside the counters. We also emphasized movement, capturing the satisfying flip in action and the retro sound reminiscent of classic train stations, bringing the product to life.

With bold creativity, our designs illustrate how Smiirl counters are more than products—they're conversation starters that invite celebration. In a world where first impressions matter, we ensured these counters stand out, creating a delightful experience that celebrates connection and community.

Smiirl’s strength lies in selling a single, iconic product: the counter. But within that simplicity comes complexity—four variations (Facebook, Instagram, TikTok, and Custom), each available in 5-digit or 7-digit formats. On top of that, the Custom Counter unlocks endless possibilities, adapting to countless use cases.

We completely reimagined the site’s navigation to make these options crystal clear while minimizing the steps to checkout. The solution? We merged the homepage and product page into one fluid experience, making choosing, customizing, and purchasing easier than ever.

Enter the smart nav bar—a playful, intuitive solution. It was designed to make switching between counter options easy and enjoyable, ensuring visitors can quickly grasp the product’s versatility with just a few clicks.

One of the key challenges was making sure users instantly understood the size of the Smiirl Counter. To solve this, we used 3D design to place it in realistic settings, alongside familiar objects—pens, post-its, magazines—giving an intuitive sense of scale at a glance.

But size alone wasn’t enough. We also brought depth, mechanics, and sound into focus. By showcasing the counter’s physical presence and its signature flip mechanism, we made sure there was no doubt—this is a real, high-quality object, built to be seen, heard, and celebrated.

To maintain consistency across every aspect of the digital experience, we built a comprehensive design system. This toolkit ensured that every element, from typography to iconography, worked together seamlessly across the entire website and branding. It’s about creating harmony—no matter which page, touchpoint, or interaction the user is on.

To bring Smiirl’s bold and playful brand to life across the entire site, we built a cohesive design system that shines with every interaction. From typography to color palettes, every element was crafted to reflect the energy and excitement of Smiirl’s counters.



We created a flexible yet consistent visual language, ensuring the site remains intuitive while standing out with personality. Animations, buttons, and transitions were all carefully designed to feel seamless and engaging, inviting users to explore and interact with ease.



In short, every detail was designed to make Smiirl’s story unforgettable, turning a simple visit into an experience worth sharing.