Cúlra

Cúlra needed a modernised digital presence to elevate their brand, improve performance, and deliver a more interactive user experience. Their existing setup was tied to a legacy WordPress architecture that was complex to maintain and lacked the premium feel the brand was aiming for. On top of that, the site struggled with heavy assets, specifically large video files that were negatively impacting load times.

To solve this, I led the new UI direction from the ground up. Before building, I planned out the core styles, components, and wireframes directly in Figma to ensure a cohesive look. A major focus of the design phase was interaction research, specifically designing tactile card interactions for the homepage to make the browsing experience more engaging.

Once the design direction was finalised, I translated the Figma files into a fully responsive Framer build. Moving away from WordPress meant I had to carefully manage the migration, which included transferring their Google Tags so the marketing team wouldn't lose any tracking data. To fix the performance issues, I heavily optimised their large video files and client assets, ensuring the new Framer site remained fast.

I conducted QA to iron out any bugs and I presented the final build directly to the Cúlra team in a live walkthrough. This ensured they fully understood the new architecture and felt confident using it.

The new site successfully launched, supporting a 3-month LinkedIn social rollout. By leading both the UI direction and the build, I was able to maintain quality control over the final product, ensuring the live site perfectly matched the design vision without any performance compromises.