Webflow Conf '25
Introduction
I designed and built the site for Webflow Conf 2025 on Webflow’s Brand team. The 2025 conference ran September 17 and 18 in New York with a free online event alongside it, and its theme was the website in the age of AI. The site set that up with a luminary talk from Seth Godin, a lineup of speakers on animation, conversion and answer engine optimization, and a Participate track for sponsors, watch parties and the partner summit.
Primary question
How might a conference site make a broad promise about the future of the web feel concrete enough that a CMO and a freelance creative both see their own reason to attend?
Challenge
The 2024 site had been dark and cinematic. For 2025 the brand moved to a warm, light system with the letters C, O, N and F set in coloured circles as its marks, and the site followed: a rail on the left that stays put for the event’s sections, cream panels, and one blue for every action. Under the new look the job was the one it is every year: sell two very different tickets, a paid two-day event in New York and a free online stream, keep a speaker lineup current as it grew, and tell five audiences (creators, marketers, agencies, execs and devs) what each would get from attending.
After the event the same site became the recordings hub, so every call to action was written and built to flip from Register to Watch recordings without a rebuild.
