Adrienne reached out on Upwork on a Tuesday afternoon. That evening she had a screen recording walking through her Framer draft and the current site with a proposed direction, and a quote with an hours breakdown per deliverable. By Thursday the contract was signed and we were on Slack.
Concepts first, with the CEO in the room. The kickoff call included Will Foussier, AceUp’s co-founder and CEO. Instead of the three hero directions in the scope we brought four, live in Framer rather than as static mockups. Version 1 was rejected on the spot for looking too much like the old site, which was exactly the point of showing it. Version 4 won: the blue-purple gradient used with confidence, darker sections, isolated product UI instead of device frames, and a bento grid for outcome data.
A visual system from a brand with no brand guide. AceUp had an Illustrator file, a slide deck and some social graphics. From those we locked the rules the whole site follows: Rubik for type, the blue-purple gradient as the primary, light blue as the accent, rounded corners that echo the logo, and dark gray reserved for Ally so the AI product reads as its own sub-brand. The thin custom icon set was swapped for Lucide, which scales cleanly and lets the team search and swap icons without a designer.
Homepage and Book a Demo. The homepage draft was in Adrienne’s hands the day after kickoff. Feedback came as annotated PDFs and Looms; changes went back within a day or two. The demo page followed the same loop. Along the way we set two rules that shaped the whole site: sentence case on every eyebrow and heading for a more human tone, and light, conversion-focused motion instead of scroll effects that get in the way.
Five solution pages on one master. Our Approach, Team Coaching, Leadership Coaching, Executive Coaching and Ally all sit on a shared page structure: hero, proof, a clickable product journey, coach profiles, testimonial, CTA. Adrienne wrote the copy in a single Google Doc; we dropped each page in as it was approved. Ally got a dark hero to set the AI product apart, which she signed off on within the hour.
Webinars and whitepapers as CMS. Two weeks before launch Adrienne asked if we could add landing page templates for the webinars and whitepapers that were still living on WordPress. We built two CMS collections with detail page templates, seeded them from the existing content, and added it as a second milestone without touching the original agreement.
Handover. When the pages were approved, we transferred the Framer project to AceUp’s account and kept editor access. Adrienne’s product team produced the final graphics and animations themselves and dropped them into the finished layouts. She went live without needing us on the day.
