Case study · New website
How we designed and built the F.Lance website
The client
F.Lance is Rupert Brett, an independent brand designer based in Kent. He works with founders, studios and institutions on brand identity, naming, packaging and print, and handles every project himself, from the first sketch to the final files.
The brief
Rupert needed a home for his work that felt as confident as the brands he makes:
- Somewhere to show whole projects, not just single logos: the logo suite, the colours and how it all comes together.
- A bold, simple look that leaves the client work to do the talking.
- A clear way for new clients to understand what he offers and book a call.
- Room to keep some projects private until they launch.
What we built
We designed and built a brand-new website from scratch, around Rupert’s wordmark and a strict black, off-white and electric blue palette.
- A drawn-on intro: the F.LANCE wordmark is traced on screen like a construction drawing, then glides up into the header. Visitors can skip it, and it only plays once per visit.
- Light and dark modes: one tap switches the whole site, and the choice is remembered next time.
- Case studies that open full screen: Froogle Solutions, Earl’s Court and Value You Therapy each have a logo suite, colour palette and mockups, with a link that opens each one directly.
- Confidential projects: one tile shows “Coming soon” so the work can be teased before it’s public.
- Easy to get in touch: a short booking form asks what the client needs and when, then writes the enquiry email ready to send.
Take a look around
Hover over the browser to scroll through the homepage, or scroll inside the phone to see how it looks on a mobile.
Hover to scroll the page
A few more parts of the site (tap to enlarge):
Behind the scenes
- Fast, secure hosting on Cloudflare Pages, with updates going live in one command.
- Set up for Google at launch: a sitemap, page details and business information so people searching for a brand designer in Kent can find F.Lance.
- Built phone-first and checked on desktop, tablet and mobile in both light and dark mode.
- Calmer motion for visitors who have reduced motion switched on in their settings.
- Every case study has its own link, so Rupert can send a client straight to one project.
The results
We tested the website with Lighthouse, Google’s own website test, on a mobile:
Lighthouse mobile test on flance.co.uk, October 2026.
What Rupert said
Rupert sent us this review after the website went live:
Froogle Solutions provides an incredible service. I cannot express enough how much I would recommend them to other businesses that want a website that looks and feels brilliant. Freddie catered to my every need and was endlessly helpful, even through multiple iterations.
See the website at flance.co.uk.