A skincare brand's campaign pages went from a two-week build to three days

Representative examplesEvery case study in this library is an illustrative composite of the kind of engagement we deliver — written to show our method and standards, not to name clients.

Where they started

Launches organize this direct-to-consumer skincare brand's year: a campaign date, paid social behind it, and a landing page that has to convert. Art direction is strong and fiercely protected — the brand look is the moat — but it lived in the creative director's judgement and in whatever the previous launch did. Each page had been assembled externally, at whatever speed a freelancer could manage against an immovable date.

What it was costing

Each product launch produced a bespoke landing page assembled by an external freelancer at launch-week prices and launch-week stress. The brand's art direction was strong but undocumented, so every page reintroduced inconsistency.

What they could see

• Each launch produced a bespoke page built by a freelancer at launch-week prices, under launch-week stress.
• The same art direction came out differently every time; brand review caught drift after the build, not during.
• Tracking events were rebuilt per campaign, so post-launch reporting meant reconciling incompatible spreadsheets.
• The creative director spent launch week firefighting page details instead of directing the campaign.

The constraints we worked inside

• Launch dates were immovable — the system had to deliver pages inside a launch week, not alongside it.
• The brand team owned art direction but not code; the handoff line had to sit between them.
• Analytics events for launch tracking were rebuilt per campaign historically and had to become standard.

What had been tried before

The brand tried booking the freelancer earlier, ahead of each launch date.

Launch dates still moved and copy still changed late; the bottleneck was the bespoke build itself, not the booking window.

The team copied the previous launch's page and swapped content for the next one.

The copy-paste accumulated: every page inherited the last page's compromises, and tracking events drifted further from standard each launch.

What we proposed

We proposed turning the art direction into a system: launch sections — hero, proof, ingredient, offer — built as Framer components with documented content boundaries, so brand consistency becomes structural rather than a review outcome. Campaign tracking gets one fixed event schema wired once; every page reports identically without bespoke instrumentation. The handoff line sits deliberately between direction and code: the brand team composes and edits on the canvas, code lives only in version-controlled components. One real launch page would run through the new system before handover, timed against the live calendar.

Just as important is what we ruled out, and why:

• Keeping the freelancer on a per-launch retainer — Cost and stress both scale with each launch; a retainer preserves the bespoke-build bottleneck it claims to remove.
• A custom-coded landing-page framework — The brand team owns direction, not code; any framework that puts edits behind a deploy reinstates the dependency they were escaping.
• An off-the-shelf template theme — The art direction is the moat and lives in no template; forcing it into generic sections would restart the inconsistency the brand reviews kept catching.

How the work ran

Delivered by the experience pod — designer + frontend engineer over 5 weeks, with working increments reviewed with the client every week.

The stack, and the reasoning

Framer

The canvas matches how the brand team thinks — direction applied visually, live — and component constraints hold the art direction without a developer in the loop.

Code Components

The few bespoke pieces stay version-controlled, which is what keeps the handoff line honest: brand edits the canvas, code changes through review.

GA4

One fixed event schema across every launch page makes campaigns comparable; per-campaign instrumentation was the reporting debt being retired.

Meta Pixel

Launch traffic is paid social, so standard events feed ad optimization directly — no per-campaign pixel rebuilds, no broken lookalikes after week one.

What went wrong

How we worked together

Cadence

A 45-minute working session twice a week where we built on screen together; launch-week support was daily, standing by through the actual launch window.

Client side

The brand lead owned art direction and attended every session; a performance marketer owned the tracking schema; the founder made the launch calls.

Decisions

Section content boundaries were settled in the sessions; anything touching brand voice went to the founder; tracking definitions were fixed once and never reopened.

They provided

Launch calendar dates, campaign copy and imagery per launch, ad-account access for pixel verification, and the brand team's time for the rehearsal launch.

What changed

The headline: campaign page turnaround, across the first three launches after handover — 2 weeks → 3 days, read from Brand's launch calendar. A second check: launch pages carrying the standard event schema at 100%.

Launch week lost its dread. The brand team builds pages from their own sections instead of briefing a freelancer at launch-week rates, and the founder reviews one page instead of assembling five. Launch analytics report the same schema every time, so post-launch meetings compare campaigns instead of reconciling spreadsheets. The art direction finally lives in the system rather than in one designer's judgement at midnight.

The result was read from Brand's launch calendar against the pre-engagement baseline over the stated window, with a guardrail check on launch pages carrying the standard event schema. Where platform-reported numbers and business outcomes differ, this record says which layer it is quoting.

What they own now

• The Framer project with launch sections, variants, and documented content boundaries.
• The standard event schema wired once, with a naming reference for future campaigns.
• A launch runbook: page checklist, pixel verification, and the review sequence.
• One live campaign page built in the system as the worked example.
• Code Components in the brand's own repository with deployment notes.