Webflow’s new look: Designing a product for pros

Webflow embarked on a comprehensive redesign of its Designer app to create a more consistent and polished user interface that reflects the brand's new identity, described as "cinematic," "sophisticated," "aspirational," and "pro." The process involved extensive collaboration across creative, education, design systems, and product design teams, starting in early 2023, to develop a cohesive brand experience, incorporating feedback from customers to refine user experience elements. Engineers played a crucial role in implementing structural changes and integrating new design tokens, ensuring seamless execution. The redesign was guided by principles of bold innovation, teamwork, and adaptability, with a focus on creating a professional yet delightful experience for users. This project not only improved the product's aesthetics and functionality but also reinforced Webflow's commitment to being a leading platform for freelancers, designers, and entrepreneurs.