Webflow on Webflow
Webflow on Webflow
Brief
Webflow is a powerful platform that puts its money where its mouth is by using its own tool in every way it sells to customers. After over 10 years of natural growth of the marketing end of Webflow.com, we set out on an ambitious project to redesign and rebuild the entire site using all of the latest features, strategies, and best practices recommended to customers every day.
My Roles
Problem
The old site was managed from a spider web of 15+ separate Webflow projects, all reverse-proxied together for a semi-consistent final output. Years ago, there were many reasons the site was built this way—to aid in collaboration, enable specific integrations, and more—but as of 2025, the platform has every native capability needed to manage all of this from a single Webflow project to rule them all.
Solution
We consolidated 15+ separate projects into one, reduced 155 CMS collections down to 46, and migrated nearly 200 pages—all in less than 10 weeks. In collaboration with Metalab and N4 Studio, we also evolved the entire web design system as an opportunity to advance Webflow's brand expression on the web and implement many new ways for the entire marketing team to benefit from a net-new project.
Full case study coming soon...
