Froid35
Corporate Website Redesign + Full Rebrand
Rebranding a refrigeration company from the inside out
Role:
UX Audit, Brand Strategy, UX/UI, Creative Direction
Stack:
Figma, Unbounce, Motion Design (directed)
The Problem
Froid35 is a refrigeration company operating across multiple professional sectors, from field technicians to large industrial clients. They had expertise, a solid reputation, and a range of services. What they didn't have was a digital presence that reflected any of it. Their website was outdated, inconsistent, and hard to navigate. The brand had no clear narrative, no guidelines, no coherent visual identity. CTAs were scattered across pages in different shapes and colors with no hierarchy. Users didn't know what to do or why they should care.
My Contribution
As a Strategist
I started with a full UX audit: identifying usability failures, accessibility gaps, and brand inconsistencies across the existing site. I mapped the user journey to understand where and why people were dropping off, then built an opportunity tree to prioritize which problems would have the highest business impact if solved.
As a Designer
I rebuilt the brand from scratch: visual identity, tone of voice, color system, imagery guidelines, component library. Then applied it across a fully redesigned site, simplified sitemap, reduced page count, focused CTAs, improved accessibility throughout.
As a Creative Director
I briefed and directed motion designer Yann Testu on key animations, defining the vision, pacing, and intent for each interaction, then overseeing delivery against the brand guidelines I'd established (managing a creative collaborator under a defined brief is a different skill than executing alone).
Key Decisions
Radical simplification of the sitemap
The old site gave users too many places to go and no clear reason to go anywhere in particular. I stripped it down to five core sections: home, about, main activity pages, recruitment, contact. Fewer paths means less friction and more focused conversion. The logic was simple: people visiting Froid35's site either want to learn something or become a client. Everything else is noise.
Blue palette as a strategic choice, not an aesthetic one
The choice wasn't "blue because cold". It was blue because it signals competence, reliability, and technical authority. In a sector where B2B buyers are evaluating trust before price, the visual language needs to do credibility work before a single word is read.
Real photography over stock
I pushed for authentic imagery from actual Froid35 projects and teams. In industrial B2B, stock photos read as generic and erode the trust you're trying to build. Real visuals, even imperfect ones , communicate that this is a real company doing real work.
Impact
The results were measurable and immediate
+40% increase in website traffic post-launch: indicating the new brand was generating stronger organic reach and word-of-mouth.
+30% increase in conversion rate: visitors were completing contact actions and reaching out at a significantly higher rate than before, directly attributable to the simplified UX and focused CTA strategy.
-10% bounce rate: users were spending more time exploring the site, which signals both improved relevance and better navigation clarity.
Beyond the numbers
The company reported direct client feedback praising improved usability. The redesign also enabled Froid35 to better showcase the breadth of their services, leading to new inbound demand and sales opportunities they weren't capturing before.
Stack & Process at a glance
UX Audit → User Journey Mapping → Brand Strategy → Card Sorting → Brand Guidelines → UX/UI Design → Creative Direction (Motion) → Unbounce Dev (no code) → Launch
