Built with Webflow
Buff Motion: rebuilt on a component system
Ben Hammond
First built in 2023. Rebuilt in 2026.
Buff Motion is a London motion design studio whose website we first built in 2023. It worked well for three years, but the usual drift had set in. Font sizes crept out of sync across pages, line heights stopped matching, the class list grew into the hundreds, and the structure got harder to work on as the site grew.
The deeper issue was operational: any meaningful update needed us in the loop, which is a slow and expensive way to run a marketing site. So we treated it as an operating-model change, and rebuilt on a structure that resists the same drift next time.
What we built
A shared component library that every page is assembled from, so type, spacing and visual treatment are enforced by structure rather than discipline
A dedicated CMS for campaign pages, so the team ships a new landing page with its own URL, SEO settings and content in the Webflow editor
One Lottie component that handles positioning, scale, playback and mobile behaviour through component properties
A UTM attribution dashboard that shows which campaigns and channels are working
The custom GSAP motion layer, Barba.js page transitions and Buff's signature easing curve, preserved and wired into the new structure, with reduced motion respected throughout
The result
One source of truth: components, type and motion are structurally consistent rather than maintained by hand
Marketing-team autonomy: campaign pages, Lottie placements and content updates all happen in Webflow
Visibility on what's working through the UTM dashboard
A site that resists drift by design, because new pages are assembled from the library
"We partnered with Shrink on the development of our studio site and they were excellent from start to finish. Their attention to detail and diligence throughout was excellent, it really felt like they cared as much as we did about the final outcome. Would fully recommend" - Tom Allen, Co-founder at Buff Motion
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Posted Mar 27, 2025
Three years after first building it, Shrink Studio rebuilt Buff Motion's Webflow site on a component system, with a campaign pages CMS, a UTM dashboard and one flexible Lottie component the marketing team runs day to day.
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Timeline
Jun 1, 2023 - Jun 25, 2026
Clients
Buff Motion
