The client and the brief
ZAEL AI helps small and medium-sized businesses automate repetitive work and connect the tools they already use, so they don't have to hire a full internal tech team. They're based in the Netherlands and sell to founders, operations leads and busy professionals.
When they came to us, they had no logo, no visual identity and no website. We did all of it: brand strategy, logo, colour, typography, UI and UX design, and the build in Framer. The site launched in Dutch, with a CMS for blog posts, case studies and projects.
What made it hard
- A generic brand presence made ZAEL blend in with every other AI tool.
- The value wasn't clear. Visitors couldn't quickly tell what ZAEL does or why it matters for their workflow.
- The buyers are sceptical decision-makers, so the brand had to feel reliable and easy to adopt from the first screen.
- The client leaned toward a classic look, while an AI brand needs some forward motion. We had to find the balance.
What we did
Positioning. We framed ZAEL as a calm, intelligent partner that supports business growth, and kept the hype out. Five principles guided every decision: minimal, readable, trustworthy, intelligence-driven and fast.
Messaging. We rewrote the offer around what automation gives a business day to day: speed, clarity and fewer manual steps. Each part of the site speaks to one of three groups: operators, founders and busy professionals.
Identity. A geometric mark built on a grid, a blue-to-violet palette, Inter for type, a custom icon set and a soft, fluid motion that suggests continuous progress. It's all documented in a brand guideline the team can use across web, social and presentations.
Website. We mapped the lead flow before designing any page. Every page leads to one action, booking a consultation, and the booking is embedded so there's no extra step. Then came wireframes, high-fidelity design and the build in Framer.
How the time was spent
- Strategy, 12 days. Analysis and research into the market, the audience and competitors.
- Design, 18 days. Branding, the design system and guidelines, wireframes and functionality.
- Development, 30 days. UI and UX design of every page, then the build in Framer.
The work, up close
Select any image to see it full size.
Brand identity
Website
What changed
ZAEL launched with a complete identity and a website that explains the offer within seconds. In Julian's words, the new site gave the brand a much stronger and more trustworthy look and helps build confidence with potential clients.
The site is also fast. In a December 2025 Google PageSpeed Insights report, the desktop homepage scored 100 for performance, with the main content loading in 0.2 seconds and no layout shift. The team now publishes blog posts, case studies and project pages on their own, without a developer.
He translates ideas into a clean, modern, and professional design. The final website gave my brand a much stronger and more trustworthy look, and it definitely helps create confidence with potential clients.
Clients who'd do it again.
Four founders on three continents, in their own words. Want to hear it from one of them directly? Ask, and we'll introduce you.
They worked like real partners. Smart decisions, clear structure, and a cohesive, refined site.
Working with you felt effortless. They captured the calm, premium essence of our brand perfectly.
They built a clean, structured website with sharp messaging and solid design.
They delivered a refined identity and a clean, confident website.
Like what we built for this client? Let's make yours next.
Tell us about your business and what the website needs to do. You get honest thoughts and a fixed price, agreed before we start.
- A fixed price, agreed before any work starts
- You talk directly to the people designing and building
- Replies usually the same day
- Strategy and structure first, then design
- Built in Webflow or Framer, so your team can edit it without a developer
