Metaforms
Honest and grounded AI infrastructure for research delivery teams
The Challenge
Metaforms builds AI agents for market research agencies. Its old site was one page showing one tool, while the company had grown into a platform for the whole delivery process. It needed a brand and a website that research teams would find honest, grounded and easy to trust.
The Solution
An orange elephant, the elephant in the room, at the centre of an editorial look with ink illustration, serif headlines and margin notes. We designed every page, animated the product diagrams and built the site in code for Metaforms' own team to run.
Brand + Character
An in-person brand workshop, then moodboards and character explorations. The elephant carries what came out of the workshop: friendly, calm and mature. We kept the coral orange from Metaforms' logo.
Homepage
Wireframes built around Metaforms' copy, several hero directions, then a magazine-style layout. The new homepage went live on August 13.
Every Other Page
About, Professional Services, Agentic Flow and Careers pages, a 404 page with rotating poems, and a blog with its own editor.
Research
We started by auditing the old site against Metaforms' brief and studying how other research tools present AI. The old site showcased a single tool on one page, while the company was now positioning a platform for the whole delivery process.
The elephant
The elephant in the room is the bottleneck every research team knows about. The elephant also stands for memory, calm strength and deliberate movement, which is how Metaforms wants its agents to work. We explored styles from children's book watercolour to flat geometric shapes and settled on ink line with one flat orange.
Wireframes to hero
Wireframes locked the story before any visuals: the problem, the delivery chain, the bottleneck and the proof. The hero went through several directions before we landed on the elephant reading under a tree.
The homepage
A magazine-style page with serif headlines, margin notes, tape and paper clips. It starts with survey programming, the tightest bottleneck for most teams, then follows the work down the delivery chain.
The About page
The About page opens on an orange envelope. As you scroll, the flap lifts and letters slide out with the company's story, followed by the team of 52, the advisors and the offices in New York and Bengaluru.
Animated diagrams
Every product diagram on the site moves. The delivery chain flags a bottleneck as work piles up at one stage, and survey programming, change management and integrations each run their own loop.
Built to hand over
The site is a full rewrite in Next.js, handed over in Metaforms' own codebase, and scores 100 for performance and SEO on desktop. The blog runs without a CMS: every post is a set of files, and publishing opens a review before anything goes live.
