At the end of 2014, Frama CPH knew they needed a new website. At the time, their current site was hard to navigate, not responsive, and didn’t utilize their already stellar photography to its full potential.
The sales team needed something in a modern context that showed their products on a platform and in a context that the brand had established with print material and magazine articles.
Taking note from the blogs and sharing platforms like Pinterest and Tumblr that much of Frama’s content was already heavily featured on, the site would make the photography the main focus. Two styles of photographs were defined to give a hierarchy: Inspiration images, and product images. The Inspiration images were styled photo shoots in different settings, would establish Frama’s visual style and give context to the images. The product images would to let the designer or architect visualize the product in their own project.