/ WORK / 09 – FLŌ

CASE / 020 · Branding · Web App · Website

FLŌ

Flō reads a brand guide and its fonts, then writes the motion rules and animated components for web and iOS. Built for the designers and developers who ship motion.

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Stack

FIGMADESIGNREACTNEXT.JSAIIOS

Client

Flō

Vertical

SaaS / Design Tools

Context

Flō had a first build but no identity, no proof of demand and no way to charge.

Brand PDFs were made for print. They define colour and type, but duration and easing are left to the developer, so web, iOS and Android each end up feeling different. Flō set out to fix that, but the product still wore a placeholder look. The brief was an eight-week MVP2 plan: rebrand it, validate it with designers and developers, set pricing teams would actually pay, and launch it with a website and collateral.

§ 02

Approach

We asked the people who ship motion, then built the brand and product around what they told us.

L1 · Research	A survey on motion design system pain points went to frontend developers, UI/UX designers, agency founders and motion designers. It showed where the handoff breaks and which features mattered most.	Survey, competitor mapping	Validated feature set and pricing range
L2 · Rebrand	The name moved from Rezonenz to Flō, keeping the idea of rhythm. A five-stroke looping mark, a cyan-to-blue palette and Space Grotesk with Inter carry across screens, print and stages.	Figma	Name, mark, colour, type and collateral kit
L3 · Product and website	Every screen moved onto the new brand: a one-pass flow from PDF to motion, a component lab for tuning intensity, speed and stiffness, and a dashboard that flags brand drift.	Figma, React	88 product screens and a landing page with a live demo

§ 03

Outcome

Same product, now with a brand, a validated feature set and a price.

Flō now has a full identity, from app icons and badges to billboards, posters, letterhead and brochures. The product spans 88 screens covering onboarding, project flow, the component lab, review, teams, billing and settings. The landing page leads with a live demo on your own brand, no signup needed. Pricing runs from a free Starter tier to an $18 Pro plan, set inside the $10 to $30 a month that over half of surveyed teams said they would pay. 92% offered to beta test for a lifetime discount.

FLŌ