Webflow redesign of an AV production company to embody a partner-led brand posture

Context

Following a strategic repositioning and a complete rebrand, Live Productions needed to fully rethink its website.

The existing site no longer reflected the reality of the company nor its partner posture. Too descriptive and overly technical, it failed to express their core promise: bringing calm, clarity, and control to high-pressure environments.

In an industry where trust is decided within seconds, the website was no longer fulfilling its role as the brand’s primary entry point.

The objective was therefore clear: design a website capable of embodying the new strategy, strengthening perceived credibility, and becoming a true business support tool aligned with Live Productions’ growth ambitions.

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Challenges

Embody the new positioning

Shift perception from an AV vendor to a partner-led brand, clearly and immediately.

Inspire trust instantly

In high-stakes event contexts, the website needed to reassure before the first conversation.

Showcase expertise without complexity

Highlight technical and operational mastery without jargon or information overload.

Translate the brand universe

Fully express the new identity: dark theme, orange–purple gradient, live energy, Australian references, and iconography suggesting listening and precision.

Ensure autonomy and scalability

Build a robust, high-performing website that could be easily maintained and evolved by internal teams.

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Our approach

1. Digital strategy & information architecture

We started by defining the strategic role of the website within the brand ecosystem: a clear, structured, and reassuring entry point.

This included:

• A complete redesign of the site architecture
• User journeys tailored to event organisers, marketing teams, and partners
• Clear content hierarchy enabling fast, intuitive reading

Each page was designed to guide the user, reinforce a sense of control, and immediately clarify the value delivered by Live Productions.

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2. Art direction & UI

Before writing anything, the experience had to be felt.

We designed an art direction directly derived from the rebrand, built to visually translate the brand promise:

• Dark, controlled, and refined interface
• Orange–purple gradient reflecting both live energy and Australian identity
• Iconography evoking listening, precision, and control
• Photography exclusively sourced from real projects, showcasing client events rather than staged imagery or stock photos

The design was conceived as a coherent system, capable of conveying calm, confidence, and control — even in complex, high-pressure contexts.

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3. Copywriting & content structure

Once the visual direction was established, we structured all website content.

• Copywriting aligned with Live Productions’ tone of voice: clear, human, humble, and reassuring
• Messaging focused on trust, ownership, and clarity
• Short, well-structured texts designed for quick scanning
• Emphasis on the partner role through real use cases and experience, rather than abstract promises

Every word was chosen to reinforce reliability and mastery.

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4. Webflow development, design system & autonomy

To ensure performance, scalability, and autonomy, the entire website was developed on Webflow.

• Creation of a complete design system: reusable components, standardised styles, and modular sections
• Implementation of a CMS dedicated to projects / case studies, allowing teams to easily showcase their work
• A structure designed to evolve without ongoing agency dependency
• Full responsive optimisation and performance focus

Live Productions’ teams can now manage content, publish new projects, and evolve the website independently.

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Results

• A Webflow website fully aligned with Live Productions’ new positioning
• Stronger perceived credibility and trust from the very first interaction
• A clear, structured tool supporting marketing and commercial efforts
• A scalable, maintainable, and autonomous platform for internal teams
• A solid digital foundation to support future growth

A website designed as a direct extension of the brand: calm, precise, and reliable — even under pressure.

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