Flomotive
Adept USA · Casino & gaming technology
Adept USA builds software for casino and route operators.
Delivery and scope
Client event deadline
Custom illustrations
Website scopeProducts
Adept's product rangeDelivered in 20 days: 15 pages, a CMS, 80+ custom illustrations and 20+ animated illustrations.
Adept’s product explanations relied on descriptive copy and complex interface screenshots. We rebuilt the 15-page website around operators’ needs, combining clearer copy with isometric illustrations, ready for the client’s event in 20 days.
We combined in-depth client discussions, walkthroughs of every product and research into the industry and its users to understand Adept’s technology and benefits. Moodboards helped us align on style early, with clear reasoning behind each direction. We chose isometric illustrations for their ability to make complex systems and their connections easy to scan.
Direction 1
Direction 2
Why we recommend Direction 2
We developed the copy and wireframes together, shifting the focus from product descriptions to users’ needs, the problems Adept solves and the benefits it delivers. Complex interface screenshots gave way to visual explanations that visitors could understand without knowing the software. The copy and page flow helped them understand each product’s relevance before exploring further.
We carried the illustration style across the website to create a consistent visual language. Animation focused on the homepage, where several products needed to be explained quickly and a strong first impression mattered. Individual product pages stayed focused and quick to scan. Within the tight deadline, we prioritised animation where it contributed most to understanding and impact.
We built the 15-page website in Framer, connected the CMS and brought the custom illustrations to life with animation.
The homepage leads with the need for visibility, alerts and better coordination, then shows how Adept’s systems support that work. Clear copy and connected-system illustrations introduce the products through their practical benefits.
We replaced dense interface screenshots with isometric illustrations that show how machines, software and staff connect. The same visual language runs through 80+ custom illustrations and 20+ animated illustrations.
Product cards make the 10-product range easier to scan, explaining each product’s role and linking to more detail.
A consistent page structure covers the audience, function and operational use. Tailored copy and illustrations explain each product's differences.
Demo actions in navigation, product introductions and closing sections offer a walkthrough tailored to the operator's needs.
“Fred went above and beyond to understand our business and wrote website copy that felt like it came from someone that had been on our team for years.”
