The challenge -

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Bonfire had a strong product — but their website wasn’t doing it justice.

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The existing experience needed to feel more premium, more credible, and more clear for first-time visitors. In Healthtech especially, trust is non-negotiable — and the site needed to communicate “serious, secure, proven” without becoming corporate or boring.

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The core tension: elevate trust and clarity while keeping the brand modern, human, and conversion-ready.

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The goals -
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• Clarify Bonfire’s positioning and value quickly for new visitors
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• Strengthen product storytelling so complex concepts felt clear, compelling, and easier to understand
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• Elevate the visual identity to feel more premium and consistent
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• Build trust through stronger hierarchy, storytelling, and proof points
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• Use motion intentionally to guide attention and reinforce meaning
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• Create a scalable foundation the team could continue building on post-launch
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• Maintain strong performance across devices

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What I did -

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Website strategy + structure

Mapped a clear information architecture and page flow to reduce friction, strengthen the narrative, and ensure the experience supported both user needs and Bonfire’s business goals.

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Visual identity refinement + data visualization

Refined Bonfire’s digital visual language across typography, hierarchy, layout, and graphics to create a more cohesive and premium experience.

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I also designed scalable data visualization graphics to help communicate complex product concepts more clearly and strengthen product storytelling throughout the site.

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High-fidelity design

Designed high-fidelity page mockups in Figma with strong hierarchy, clarity, and accessibility-minded decisions.

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Webflow development + motion

Developed the site in Webflow using modular components, variables, and the Client-First system to create a clean, scalable foundation that was easy to maintain.

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I also built a flexible content hub CMS for webinars, podcasts, and blog content, giving the team a streamlined way to publish and expand the site over time.

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Motion was designed directly into the experience to support comprehension, guide attention, and elevate the overall feel of the site. I implemented key animations and interactions to reinforce messaging, clarify product concepts, and add polish without compromising usability or performance.

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QA + Performance

Completed responsive QA across breakpoints and optimized the site for launch, with a focus on performance, accessibility, and maintainability.

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I optimized assets and motion, implemented semantic HTML structure, and added page-level SEO fundamentals including title tags and meta descriptions to improve search visibility and technical performance.

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The outcome -

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The redesigned site gave Bonfire a clearer, more premium digital presence that better reflected the maturity of its product and strengthened trust with first-time visitors. A more confident narrative, refined motion, and stronger visual system elevated the experience while maintaining clarity, accessibility, and performance.
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The new Webflow foundation also made the site easier to scale as Bonfire’s marketing needs evolved, achieving 90+ Google Lighthouse scores across Performance, Accessibility, and SEO. Most importantly, the new experience helped drive a 200% increase in qualified leads, strengthening the website’s role as a meaningful growth channel.