Concept work. Not a real project.

The Flex is a short-term rental company with years of experience and mutiple properties in London, Paris, Berlin, Lisbon and more cities. They run their operations with their own property management software.

They are looking to launch "The Flex Academy" a training programme for short-term rental (STR) operators. This programme will help people build and scale their own short-term rental company, using the playbook, the systems and the software the founders used to build The Flex.

I had an initial brief with the following ask:

Design a conversion-focused landing page, choosing between three potential audiences: side-hustlers looking to turn a few rental units into a business, early operators struggling to scale, and property professionals looking to add short-term rentals to their business. Define a visual direction for the new brand, building on The Flex and Base360 while giving Flex Academy its own identity. The page needs to communicate who the programme is for and what they get within seconds, build trust, and drive visitors to book a free strategy call.

The brief presented three potential audiences: side-hustlers with 1 to 3 units, growing operators with 5 to 30 units, and property professionals looking to enter the STR market. I needed to choose which audience to prioritise and design a landing page that could quickly communicate the programme’s value and convert the right visitors into strategy calls.

The Flex Academy was also a new brand without an established visual direction. The challenge was to give it its own identity, connecting the hospitality experience of The Flex with the technology behind Base360, and leveraging the authority and track record of both brands.

I started by defining the primary audience and building a persona around their specific goals and pain points. I focused on growing operators with 5 to 30 units who had already proven the business model, but were finding that growth was creating more operational complexity rather than more freedom.

This led to the core brand idea, “Freedom, Powered by Systems.” Instead of focusing on processes, automation and technology, I focused on showing the end goal: freedom. I decided to position the program as the thing that would allow operators to step away from day-to-day operations while their business continues to grow.

Then, I translated the concept into a visual direction using aspirational lifestyle photography to show the freedom operators could achieve through the programme, paired with structured typography, operational data and Base360 product UI to represent the systems behind it.

For the landing page, I started by speaking directly to the operational problems the audience already experiences, then introduced the programme and what they would get from it.

Throughout the page, I used testimonials, operating stats, the founders’ experience and Base360 itself to progressively build trust and demonstrate that the programme is based on a system already being used to run a real STR business.

Rather than sending every visitor directly to a calendar, I designed the strategy call as a qualification flow. Visitors provide their current and target number of units, locations and budget before reaching the booking step, helping prioritise operators who are a strong fit for the programme.

The result was a visual direction that gave Flex Academy its own identity while connecting it to the credibility of The Flex and Base360, and a conversion-focused landing page that speaks directly to the pain points and aspirations of the selected audience, positioning Flex Academy as a programme built by STR operators who have already walked the path, rather than another generic online course.

Thanks for reading!

I partner with founders to design and build products and websites that solve real user needs and support their business goals. Whether you are building an MVP, redesigning an existing product, or rethinking your website, I would be happy to help.