Charma & Saint Friend

People Management Software, Simplified

Client
Charma & Saint Friend
Industry
Technology
Website
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Charma is a people-management platform designed to help managers foster happier, more engaged teams. Built around intuitive workflows and data-driven insights, Charma empowers leaders to create the kind of workplace culture where everyone thrives. Together with Saint Friend we developed a component based website for speed.
Charma & Saint Friend
Charma & Saint Friend

Challenge
Charma had built a people-management platform that resonated with mid-market and enterprise teams, but their legacy website couldn’t keep up. Every campaign launch or feature announcement demanded a week-long developer sprint. Animations and interactive demos lived only in design files. Slow load times undermined user trust, and with a high-stakes public launch just three weeks away, Charma risked losing momentum at the moment they needed speed most.

Target Audience & Insights
Charma’s ideal users are HR leaders and people-ops teams in growth-stage companies who value seamless, data-driven experiences. The team behind Charma needed autonomy to have freedom to iterate landing pages and campaigns in real time. They needed clarity to have interactive demos and animated walkthroughs that vividly illustrate their people-first philosophy, and they needed a frictionless site experience that reflects the platform’s promise of efficiency.

Partnership
Saint Friend led Charma teammates from marketing, product design, sales, and leadership through interviews and vision setting workshops to align on creative principles. They used these to define strategy and tone for naming, messaging, Web design and visual identity.

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The solution and Outcomes
Charma’s ideal users are HR leaders and people-ops teams in growth-stage companies who value seamless, data-driven experiences. The team behind Charma needed autonomy to have freedom to iterate landing pages and campaigns in real time. They needed clarity to have interactive demos and animated walkthroughs that vividly illustrate their people-first philosophy, and they needed a frictionless site experience that reflects the platform’s promise of efficiency.

Growth opportunities
Using our Webflow-first approach, we identified three levers to unlock Charma’s potential:

  1. Agile Content Updates: Empower marketing with a self-service CMS, slashing time-to-market for new campaigns.
  2. Rich Interactions: Bring designs from Saint Friend to life with pixel-perfect animations with Lottie and charts.
  3. Performance Excellence: Optimize every asset to exceed modern web standards and boost SEO, conversions, and engagement.

Component Architecture
We decomposed the site into a library of modular Webflow components, hero headers, feature cards, testimonial sliders, animated metric counters. Each governed by a unified style guide. This structure ensures consistency across pages and teams. Speeds up future rollouts (new product launches, localization, A/B tests) and simplifies maintenance into configuration, not custom development.

Outcome & Next Steps

  • Awwwards Nominee for best web design and development
  • Marketing Autonomy: Charma’s team spins up new pages and campaigns in minutes, no developer needed and cost is cut by minimizing time to market.
  • Scalable Foundation: A living component library ready to support internationalization, new feature launches, and ongoing optimizations
  • A year after the company launched their new website, they got Acquired

Charma’s leap from a static, developer-driven site to a high-performance Webflow experience underscores how strategy, modular design, and rigorous execution create a platform that not only looks exceptional, but scales with your ambitions.

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Testimonial
"First and foremost, a huge thank you to everyone at Ish Studio for everything. The website turned out so beautiful! We appreciate the attention to detail and the animations, and we truly value all the hard work that went developing the website."
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