Less browsing. More buying
The product had grown into an enterprise platform with AI capabilities. And buyers were asking different questions: governance, compliance, keeping the brand consistent across every team.
The website needed to catch up. Not just a new look, but a clearer story, a better experience, and a structure that could grow with the business.
The challenge: make Foleon look, feel and sound like the company it had become.
Approach & Outcome
We picked the six pages that converted best and started there. The aim was simple: make the value clearer, and help visitors go from “interesting” to “let’s talk.”
The site had to say enterprise-ready and AI-powered, without losing the personality that made Foleon, Foleon.
My role
I led the brand and creative direction of the redesign, turning Foleon’s identity and new positioning into one connected website experience.
I defined how the brand shows up online, from visual hierarchy and typography to imagery, so the visuals backed up the story.
Raadhuis, our development partner, owned the technical build. I made sure the brand system held up on every page.
Because a rebrand doesn’t end when the guidelines get approved. It has to work everywhere the business shows up.
The design idea
Every AI company has the same website right now. Purple gradient, glowing orb, a robot hand reaching for something.
Foleon needed to look AI-ready. It didn’t need to look like everyone else.
Dark Blue does the heavy lifting. It’s deep, steady and a bit serious, the colour of a company you’d trust with your compliance team.
Cream warms it up, so it feels less like a server room and more like a well-designed office.
Big ones. Editorial portraits, cut out and set against the blue: relaxed, smiling, pointing straight at you.
It sounds small. It isn’t. A wall of product screenshots tells you what the platform does. A person tells you who it’s for.
And it keeps the site human, which most AI websites forget to do.
Bold all-caps headlines give the site the confidence of the “Architect” idea: Foleon is the structure, and clients build on top of it or we build the house for you!
Clear hierarchy. No fuss. Every page built from the same blocks.