Project Type: Website Redesign + Framer Development

Client: Rubin Design Co.

Industry: Creative / Design Agency

Role: UI/UX Designer + Framer Developer + Framer Designer

Timeline: 4 Weeks

Live Site: https://www.rubindesignco.com/

0% SEO drop after migration

~1.5s load time with scroll animations

Fully CMS-powered site with meta fields

Launched in 4 weeks from start to finish

+38% engagement (time on site and interaction)

About Company: Rubin Design Co. is an award-winning creative design agency based in the USA. Known for its exceptional visual language and elevated design aesthetic, the studio delivers high-performing digital experiences for modern brands.

Project Overview: We partnered with Rubin Design Co. to lead a full-scale digital transformation: migrating their outdated Webflow site to Framer, while designing a more modern, engaging, and SEO-retaining web presence. This wasn’t just a redesign it was a digital reset with performance, flexibility, and creative storytelling at the core.

Rubin Design Co. needed a new digital presence that reflected their creative caliber without compromising existing SEO performance.

Rebuild their entire website in Framer

Migrate all URLs 1:1 to maintain SEO rankings

Refresh the brand identity with a darker, modern tone

Make the site CMS-driven and scalable

Research and Planning

High-fidelity Figma UI/UX Design

Framer development with CMS and SEO support

Full migration from Webflow including redirects

Structured documentation and handoff

The client’s previous website lacked visual polish and wasn’t aligned with their design-forward brand. It didn’t reflect their creative identity, wasn’t converting, and required manual content updates in Webflow, making it time-consuming and restrictive.

Midway through the project, we faced a critical technical SEO challenge. One key URL from the old Webflow site couldn’t be mapped 1:1 in the new CMS structure. Previously, this page had been built manually without CMS support.

In our Framer implementation, we prioritized scalability by converting the content into a CMS-powered page, which changed the structure and made exact URL matching impossible.

To resolve this, we implemented a global-level 301 redirect directly within Framer. This preserved the original link’s SEO value, ensured seamless user experience, and allowed search engines to properly recognize the new structure.

Strategic website migrations require a balance of UX design, SEO planning, and technical implementation. Solving for exceptions like this is key to long-term performance and scalability.

To succeed, the client needed:

A modern, scroll-triggered web experience

100 percent SEO-safe migration (no URL breaks)

Fully CMS-powered backend

Elevated brand credibility

Fast load times and mobile-first performance

We began with a full technical and content audit.

Mapped the complete Webflow URL structure

Collected existing meta titles and descriptions

Explored Framer's SEO handling and animation capabilities

To support a scalable future, we planned every CMS structure early on:

Case Studies

Services

Team Members

SEO fields for each CMS item This ensured efficient updates without requiring developers.

We delivered a bold new visual identity:

A dark modern aesthetic with dynamic type

Scroll-triggered animations baked into the layout

Mobile-first responsive structure

Clear content hierarchy and UX

Using Framer, we built:

Scroll-based reveals and smooth page transitions

A custom CMS structure with SEO fields

Fast, responsive layouts

Google Sheets integration for form tracking

The client approved the design in the first round.

We implemented a 301 redirect for one page that couldn’t be recreated 1:1 due to CMS restructuring. This ensured that no SEO value was lost.

Pro Tip: Plan redirects as part of your CMS migration. Don’t treat them as a last-minute fix.

Design: We delivered a bold redesign: new layout structure, modern dark palette, dynamic typography, and scroll-powered storytelling. It emphasized clarity and sophistication to match Rubin’s identity. Custom Animation and Effects: Every page used subtle yet intentional interactions: scroll fades, element entrances, and hover transitions. Development and CMS: The site was built entirely in Framer with:

SEO-compliant custom CMS

Editable meta title and description per CMS item

Easy content workflows for the team

SEO-safe migration with custom 301 redirects

CMS for projects, services, team, and SEO metadata

Google Sheets lead tracking integration

Scroll animations and hover interactions

Responsive layouts optimized for performance

Final sitemap and flow documentation

UI/UX Design (Figma files)

Developed Framer site with admin access

Brand assets and exports

Onboarding walkthrough for CMS use

“Hardik has been a great help and a reliable partner for my design agency in the US. We are consistently getting a high volume of creative Website work in, and I feel confident counting on Hardik and his team to complete quality work on time and meet my design caliber and expectations. In addition to that, his team is also a joy to work with.”

Improved Page Performance: Fast load speeds and buttery-smooth transitions

SEO Retention: All pages retained their original URLs and metadata, zero drop in rankings

Business Impact: The client immediately saw growth in credibility and lead quality

Conversion Boost: With improved animations and form flows, user interaction increased

CMS allows the team to update projects, services, and team pages effortlessly

SEO metadata fields were custom-built per CMS item

No dev needed for future content changes

Design: Figma

Development: Framer

Inspiration: Dribbble, Behance, Awwwards

This project proved that strong design, performance, and SEO can work in harmony.

Plan your CMS logic before designing.

Handle edge cases like manual page migration early.

Use Framer’s redirect tools to maintain search value.

Integrating SEO and UX from day one saves time and improves quality.