Reframe App Website Design

Web design
Webflow execution
Video editing
The #1 iOS App for helping people reduce their alcohol intake or quit drinking, backed by Emory and Harvard University.

Reframe is a neuroscience habit change program focused on helping people change the way alcohol shows up in their lives.
Assembled and managed, led the design team. Worked closely alongside stakeholders and users.

Designed website and executed website via Webflow
Sophie Cheung  Designer
Jacquelyn Wu Animator
Beth Bowen  Content Writer
May 2021
Reframe had around 3,000 users in April 2021. Their digital product is exceptional, breaking stigma and barriers, helping many existing happy initial users. However, they did not have a brand, had trouble communicating and reaching more users. Their existing branding did not match the company mission and vision.
Redesign Reframe’s website according to their mission - a scientific, modern approach to drinking less. Design a website that communicates with users clearly in order to convert. Edit a hero video that represents Reframe’s mission and brand.


Redesigned website to match its updated branding and mission. Creative directed animations that makes the website look more interactive and engaging, edited hero banner video, made Call To Action more obvious. Added Lead Generation quiz - Am I Drinking Too Much Quiz, generated over 15k leads.
Hero Animation
Conceptualized and directed hero animation. Worked closely alongside 3D animator and stakeholders to create website animation, highlighting the brand’s specialty in using neuroscience as an approach.
Since the rebrand, Reframe has seen an 800% growth. From 3000 users to 60,000 users in 9 months. From no ranking, to ranked #9 on Australia’s top health & fitness apps and over 6000 positive reviews from users.
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