Practice
Web
Scope
UX; Visual Design; Framer Build; CMS; SEO
Year
Client
Noma Studio
Link
Noma Studio
A portfolio site for an independent design studio.
Noma Studio is a two-person design practice — illustration, identity, and art direction for independent brands and cultural organisations. In four years they'd built a portfolio that genuinely stood out. Their website, built on a template in the first year, hadn't been touched since.
The gap had become embarrassing. Clients were arriving at a site that looked like a student project and then paying rates that required serious justification. The ask was straightforward: build us a site that reflects what we actually charge and what we actually do. Get out of the way of the work.
The challenge
Noma's work was strong but deliberately varied — illustration, identity, and art direction are visually different disciplines, and a portfolio that tried to unify them too aggressively would flatten the range that made the studio interesting. The challenge was building an architecture that let each type of work breathe without the site feeling incoherent. Coherence had to come from the container, not from making the work inside it look the same.
The work
Noma’s redesign began with an audit: mobile was unusable, strong projects buried, and no path from interest to contact. The new architecture grouped work by problem solved, letting visitors self-sort. Visuals refined their brand with precise grids in Framer, flexible for any format. A streamlined CMS enabled quick updates. Seven weeks later, the founder called it “the best money we’ve ever spent.”
The result
Enquiry rate tripled in the first month, measured against the same period the previous year. More meaningfully, the quality of enquiries changed — projects that matched Noma's positioning, at budgets that matched their rates, from clients who had already decided they wanted to work with them before making contact. The site was doing its job: converting the right visitors into the right conversations, and filtering out the ones that were never going to be a fit.
More work
