Rebuilding a Publicly-Traded Company’s Site in One Week
Client
Wrap
Year
2025
THE PROJECT
WRAP Technologies (NASDAQ: WRAP) — a global public-safety technology company — needed a full rebuild of their corporate website.
The existing site was slow, fragmented across multiple CMS systems, and full of compliance pain points. The marketing team needed something faster, cleaner, and easier to maintain before their next board presentation — all within a seven-day window.
The challenge was twofold:
Enterprise rigor under extreme time constraints — every element had to be compliant, secure, and board-ready.
Creative execution without compromise — despite the speed, the new site still had to tell WRAP’s story with clarity and impact for investors, press, and law enforcement audiences.
SCOPE OF WORK
Website Architecture & UX Design
Framer Development
Content Migration & CMS Consolidation
SEO & Performance Optimization
Compliance & Accessibility Review
Interactive Product Documentation
Scope of Work
THE CHALLENGE
WRAP’s existing corporate site was weighed down by legacy infrastructure and inconsistent branding, creating multiple problems:
Compliance Complexity: Legal and investor relations content lived across three disconnected systems, creating risk for public disclosures and 10-K reference links.
Performance Issues: Load times exceeded 5 seconds and the page structure broke frequently on mobile.
Fragmented User Experience: Product, investor, and law enforcement content lacked hierarchy — visitors couldn’t easily tell what WRAP actually did.
Visual Inconsistency: Each department had modified pages over time, resulting in a visually disjointed experience.
Urgent Timeline: The site needed to be live in a week for a public board review, leaving zero margin for a traditional redesign process.
The challenge wasn’t just building fast — it was building right under regulatory and technical pressure.
THE APPROACH
To deliver a full corporate rebuild in one week, I built a high-efficiency development pipeline inside Framer with modular, compliance-safe components.
The process blended speed, structure, and enterprise-level discipline.
1. Systematic Foundation
Developed a new site architecture prioritizing clarity and investor navigation, separating public safety, investor, and product sections.
Created reusable Framer components for press releases, SEC filings, and compliance pages — all linked through a single CMS source.
2. Design & UX Alignment
Adopted a minimalist, industrial design language to match WRAP’s tactical brand.
Integrated motion elements subtly — page transitions, product reveal animations — to modernize the brand while maintaining corporate polish.
Built ADA-compliant color contrast and typography systems for investor accessibility.
3. Product Storytelling
Translated complex product ecosystems (BolaWrap®, Wrap Reality™, and Wrap Academy™) into modular product pages emphasizing benefits over tech jargon.
Designed a “Redacted Product Doc” interaction: a document preview that gradually reveals more information — a creative way to balance marketing engagement with compliance limits.
4. Operational Precision
Consolidated content from WordPress, HubSpot, and static HTML into one Framer CMS.
Implemented SEO-optimized metadata, redirects, and schema to preserve search authority during migration.
Created a private staging workflow for board review and IR approval before launch.
THE EXECUTION
Phase 1: Architecture & Content Mapping
Mapped 60+ pages of legacy content across multiple domains, condensing them into a logical hierarchy of Products, Solutions, Investors, and Company.
Phase 2: Framer Rebuild
Rebuilt the entire site from scratch using a component-based system — navigation, hero templates, dynamic product sections, and a compliance-safe footer that auto-updates IR links.
Phase 3: Brand Refinement
Established a modern visual rhythm through motion, grids, and consistent imagery while maintaining WRAP’s tactical identity.
Phase 4: Launch & Optimization
Migrated and launched the full site in seven days, achieving a 97+ Lighthouse performance score and full mobile compliance across all pages.
THE RESULTS
Metric | Before | After |
|---|---|---|
Load Time | 5.2s | 1.4s |
Lighthouse Performance | 58 | 97 |
Mobile Accessibility | 71% | 100% |
Organic CTR | +23% | — (first month) |
Compliance Review | 3 systems | 1 centralized CMS |
Beyond the numbers, the rebuild reset how WRAP’s internal teams collaborate on web initiatives. Marketing, IR, and product teams now share one CMS source with audit trails, CMS permissions, and faster update cycles.
The new system allows WRAP to create, edit, and launch new pages — from investor press releases to product demos — in minutes instead of days.
KEY INSIGHTS
Speed and Stability Can Coexist: A structured, component-based workflow in Framer allowed enterprise-grade delivery under startup speed.
Design for Dual Audiences: WRAP’s new site had to speak to both tactical law enforcement professionals and Wall Street investors — balancing clarity with credibility.
Compliance Doesn’t Mean Boring: Creative interactivity (like the redacted doc reveal) can bring personality even to tightly regulated industries.
Framer Is Enterprise-Ready: With the right setup, Framer can handle corporate-scale content systems, CMS permissions, and compliance integration with ease.
THE FRACTIONAL ADVANTAGE
This project showcased the power of fractional creative leadership at the enterprise level:
A blend of startup speed, technical precision, and creative discipline normally impossible to achieve in large organizations.
WRAP gained:
A site that looks and feels premium without the overhead of a full agency
CMS autonomy for internal teams
Full compliance peace of mind
And a creative foundation built for rapid iteration
Results that shipped in a week.
That’s the new benchmark for enterprise agility.
