Context
Saxobeat isn't just a band — it's a high-level entertainment machine for luxury weddings and corporate events. In an industry where the average booking hovers around €2,000, Saxobeat operates in a different league, with fees starting at €6,000–€8,000 per event.
When they approached me in early 2025, they had a brutal mismatch problem: their service was premium, but their digital presence screamed "budget." The website looked like a village party flyer. While it was technically converting, it was attracting the wrong crowd — flooded with low-quality leads who would ghost them or push back hard on price the moment they saw the quote.
They needed a rebranding, and the communication agency Crativit was handling the visual identity. But they needed someone to translate that rebrand into a digital experience that would qualify leads before they even hit the contact button.
I was brought in as the sole web designer and digital strategist. My job: rebuild the entire web presence on Framer, manage all technical logistics (DNS migration, email setup, asset optimization), and engineer a landing page that would scare away bargain hunters while making high-spending clients feel at home.
ROLE
Worked with
Saxobeat, Creativit
Year
2025
challenge
The brief was deceptively simple: "Make us look as premium as we actually are."
But the real challenge was strategic: how do you justify an €8,000 price tag through a landing page?
The friction was social. Luxury services sell on trust, exclusivity, and "vibe." A generic contact form doesn't communicate any of that. We needed to:
Filter out low-intent leads — people shopping on price, not value
Qualify high-intent leads — people who understand they're paying for excellence
Balance exclusivity with usability — make it feel premium without making it confusing
I defined my own constraints:
Visual qualification — the design itself had to signal "high-ticket"
Human touchpoint — in an industry based on live performance, the site needed to feel alive
Scalability — as the business grew, the system needed to support multiple service tiers
Timeline: 6 weeks from kickoff to launch. I handled everything — strategy, design, build, DNS migration, email configuration, asset optimization.
process
I moved the entire project to Framer for surgical control over storytelling and pacing.
Phase 1: Strategy & Asset Coordination (Week 1–2)
I worked closely with Crativit to align on positioning. They provided raw assets — video footage, photography, logo, color palette. But raw assets aren't web-ready. I optimized file sizes, reframed compositions for web layouts, and adjusted color grading to match the premium tone.
Phase 2: Information Architecture (Week 2–3)
I intentionally moved away from loud, saturated colors and cluttered layouts. We used sophisticated typography, generous white space, and a restrained color palette to signal "high-ticket" status.
A senior designer knows that what you don't show is as important as what you do. We "starved" the user of generic filler content to make the premium assets — video, high-res photography, curated testimonials — pop.
Phase 3: Build & Micro-Decisions (Week 3–5)
This is where strategic intuition came in. Midway through the build, I proposed integrating Facepop — a video widget in the bottom-left corner showing a band member's face. In an industry based on trust and vibes, seeing a human face and hearing a voice immediately bridges the gap between a cold screen and a live performance.
I also redesigned the contact flow. Instead of a generic "Contact Us" form, I built a qualified inquiry system. If you're booking an €8k band, you expect a concierge-level experience from the first click.
Phase 4: Technical Migration (Week 5–6)
I handled all backend logistics: DNS migration, email configuration, analytics setup. This wasn't just a design project — it was a full web infrastructure overhaul.
Tools: Framer for design and build. No handoff, no dev team, full ownership.
Key decisions
Visual Qualification (The "Premium" Filter)
I made a conscious choice to design for exclusivity first, conversion second.
This sounds counterintuitive, but here's the logic: it's easy to get leads. It's hard to get the right leads.
The old site converted, but it converted people who couldn't afford the service. The new site needed to filter before conversion. We did this through:
Sophisticated typography — elegant, restrained, no Comic Sans energy
Generous white space — luxury brands don't crowd the page
High-quality visuals — editorial photography, cinematic video, zero stock imagery
Subtle copy — we didn't shout "BEST BAND IN ITALY!!!" We whispered "For those who know."
This decision fundamentally changed the lead profile. We weren't optimizing for more leads — we were optimizing for better leads.
The Facepop Widget (Human Touchpoint)
Midway through the project, I realized something was missing: humanity.
The site looked premium, but it felt distant. In an industry where people are booking performers — not products — that's a problem.
I proposed integrating Facepop, a video widget that sits in the bottom-left corner. A band member's face appears, you can hear a quick intro, and suddenly the site feels alive. It's the digital equivalent of a maître d' greeting you at a Michelin-star restaurant.
This wasn't in the original brief. It was an intuition that emerged during the build. The client loved it. More importantly, leads started mentioning it in their inquiries — "We watched the video and loved the vibe."
The Multi-Tier Strategy (Scalable Funnel)
As lead quality improved and bookings increased, a new problem emerged: we were turning away "mid-tier" clients who couldn't afford €8k but could afford €4k.
I designed a "Second Battery" landing page — a separate funnel for a different tier of musicians. Same design system, slightly adjusted messaging, lower price point. This allowed Saxobeat to scale the business without diluting the premium brand.
Result: They now run three separate teams of musicians, all managed through the ecosystem I built.
Outcome
The new Saxobeat website launched in late May 2025. The results were immediate and measurable.
Key metrics (data from Google Ads, April–October 2025):
41 high-quality conversions from 382 clicks (10.7% conversion rate)
Cost per lead dropped from €8.50 to €6.45 (24% reduction)
Cost per click: €0.69 (well below luxury service benchmarks)
Total ad spend: €264.37 for 41 qualified leads
But the real impact isn't in the numbers — it's in lead health.
Before: Leads were price-sensitive, unqualified, and often ghosted after receiving the quote.
After: Leads are pre-qualified. They know they're contacting a premium service, so the conversion rate from lead to signed contract has more than doubled.
Business expansion: The success of the primary site allowed Saxobeat to launch two additional service tiers, creating a scalable funnel for the entire company. What started as a website redesign became a business model shift.
Client feedback: The band now uses the site as a sales tool during client meetings. They pull it up on their phone and show it to prospective clients. The site itself has become part of the pitch.
