[01]
Problem
Esmé’s website was built in Webflow and maintained by her developer. Before he moved abroad, the project was handed over to me. At the same time, the site needed a refresh, more premium, more alive, and Webflow wasn’t serving anymore for long-term continuity and maintenance.
Strategy
We migrated the existing structure to Framer, starting from wireframes based on the original website. From there, I refined the UX and elevated the visual system, improving typography, color balance and layout. The goal was to make the site easier to maintain, while making the experience feel more alive and intentional.
Identity
Esmé’s brand needed to feel calm but a faster connection. We refined the look through stronger type choices, richer color use, and better spacing, creating a more editorial and premium feel without losing warmth. The visual direction was designed to support clarity, trust, and connect towards the design style of her books.
Application
To bring more movement into the experience, I created custom animations for the hero using Esmé’s existing assets. Because the website includes a shop, we connected Framer with Shopify via Frameship to support a smooth product flow. After the website went live, we extended the design into a launch campaign, including a animated trailer and email campaign.
Outcome
The new website became the foundation for Esmé’s campaign and next phase of growth. Performance improved across her email rollout, including increased open and click-through rates (CTR). The launch also helped strengthen visibility, leading to an invitation to national radio and continued momentum through podcasts and content.
A word from Esmé van der Harst: Het lied van de Echovogel
Art Direction
Website Design & Build
Launch Campaign
Motion Design
Esmé van der Harst
MAY-JUNE 2025
“You really are such a sweetheart! The interviewer complimented me multiple times on the website and on all the animations throughout it. So… that compliment definitely belongs to you too!”
