Type: Client Project 

Category: AI / Sports Tech / Football Analytics 

Role: Website Designer & Framer Developer

Location: Global 

Live: machinefootball.ai

Machine Football AI is a Silicon Valley VC-backed football analytics platform built around 1.1 billion on-pitch events — the most comprehensive network of football data ever assembled

Founded with Graeme Le Saux, one of football's most respected thinkers, combined with the most advanced AI platform in the sport

The platform advances forecasting, player development, and the understanding of teams and sports markets — changing how relationships on the pitch are understood

The site needed to match the ambition and scale of the product: bold, immersive, and unmistakably world-class

Football analytics is a credibility-first industry — the site had to communicate scientific rigour and elite-level expertise without feeling cold or academic

The "obsessive" brand positioning required a hero experience that was genuinely arresting, not just visually busy

Multiple distinct content verticals needed to coexist cleanly — Special Projects, Reports, MF Media, Blog, Glossary — each with its own page architecture

As a Framer designer and Framer developer, designing and building a VC-backed client site meant zero margin for error on performance, responsiveness, or motion quality

Dark, cinematic visual language — deep blacks, stadium photography, and bold white typography — positioning Machine Football AI at the level of the elite clubs it serves

Hero built around a single bold statement: "WE ARE OBSESSIVE" — letter-by-letter animated reveal designed to stop the scroll immediately

"1.1 billion on pitch events" used as the defining data point — surfaced in the hero as the anchor of the brand's authority

Colourful data visualisation elements (orange, pink, green geometric shapes) layered over stadium photography to signal the AI intelligence layer underneath the sport

Editorial section structure throughout — Who We Are, Special Projects, MF Media, Reports — each with its own distinct visual treatment while staying within the same design system

Clean, structured navigation with numbered sections (01–06) for a considered, editorial feel

Built entirely in Framer as a multi-page site — Home, Special Projects, Reports, MF Media, Blog, Glossary, and Contact

Hero letter-by-letter text animation ("OBSESSIVE") developed as a custom Framer interaction — one of the most technically demanding elements of the build

Full-bleed stadium video and photography hero with scroll-triggered transition into the "Who We Are" section

CMS-powered Blog and MF Media sections — the Machine Football team can publish reports, articles, and media content independently in Framer

CMS-powered Glossary — a unique content feature for the football analytics audience, fully manageable without developer involvement

Special Projects pages built with a rich editorial layout — combining data, photography, and written analysis in a magazine-style structure

Scroll-triggered animations throughout — section entrances, data point reveals, and image sequences all tuned for cinematic pacing

Social integrations (LinkedIn, X) and contact page developed and connected

Fully responsive Framer development across all devices — the dark cinematic aesthetic maintained precisely on mobile

Delivered a Framer website that matches the ambition of a Silicon Valley VC-backed product — bold, credible, and technically exceptional

The "OBSESSIVE" hero animation became the defining moment of the site — immediately communicating the brand's obsessive data depth

The CMS architecture across Blog, MF Media, and Glossary means the platform can scale its content output without any Framer developer dependency

A site that positions Machine Football AI exactly where it belongs — at the frontier of football intelligence

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