Background and objectives

Narrative was founded by Wytze de Haan and Xander Kranenburg to help event agencies, organizers, and venues get ahead of the AI transition. Their offer was real and growing: hands-on AI workshops for individuals and in-house teams, modular training for specific use cases, and custom AI agents built for production use. The problem was not the product.

Their existing website was built on a template. It looked like what it was: a placeholder that had never caught up with the business. For a company selling clarity and practical execution in a fast-moving technology category, the gap between what they were delivering and how they showed up online was costing them. Complex ideas need a website that earns trust quickly and makes the path forward obvious. Their site was not doing either.

When they came to Noco, the ask was bigger than a redesign. They wanted a foundation: positioning locked before design started, a visual identity that could carry the brand, and a platform built to grow alongside the product.

Our approach

Start with the brand

Before any design work, we ran a Brand Sprint. Purpose alignment session. Value Proposition Canvas. Why, how, what. Two founders in the room working through what Narrative actually stands for and who they exist to serve across the events industry.

The sessions surfaced something specific: event professionals know AI is changing their industry but feel overwhelmed about where to start and how to make it stick. Narrative exists to remove that friction, practical, in-person, with real outcomes. That clarity became the foundation for everything that followed.

The Brand Sprint produced a purpose anchor, an ICP-focused messaging framework, and the strategic brief that the entire design and build was shaped around. With that in place, no decision in Figma required a debate.

A visual identity built from the product

The design direction started with the logo. We reworked Narrative's existing mark into something leaner: a minimalist symbol derived from the forward slash, the character you type to prompt AI tools, to open a command, to activate something. The client response was immediate and enthusiastic.

The slash became the through-line for the entire visual system. It appears in the logo, in button treatments, in the animated captions on video testimonials, in section transitions. A single element with a clear conceptual root, applied consistently across every touchpoint.

The overall direction was deliberately warm and human. Narrative's audience is event professionals, people who produce live experiences, who understand craft and atmosphere. The brief was clear: technology in service of people, not the other way around. The typography reflects that: a softer, approachable body font paired with a bolder heading weight to create rhythm without feeling cold. Event photography from Xander Kranenburg's own archive, spanning productions for TED, Accenture, and major Dutch festivals, grounds the site in the world Narrative's clients actually live in.

We wrote copy directly inside Figma as the design took shape, letting message and layout build together. One line that emerged became a section headline on the site: "Actions speak louder than prompts."

A Webflow platform built to scale

The Startup Website sprint was built in Webflow. The site needed to hold multiple product types, workshops, modules, and agents, and speak to different audience segments without losing a clear message on first contact. We structured the information architecture around those three offer types, with each section designed to make the value obvious quickly.

A teams/individuals toggle on the workshop section lets visitors self-select their path. Stacking scroll cards, intentional microinteractions, and video testimonials styled with the orange slash character run throughout. The homepage was designed so a first-time visitor, an event agency head, an organizer, a venue manager, immediately understands what Narrative does and what to do next.

Integrations made the site operationally real from day one. Ticket Tailor for live workshop availability and direct booking. Kit.com and Make.com for email capture and newsletter automation. Google Analytics for baseline performance tracking. Dutch and English locales, with Dutch set as primary given Narrative's near-entirely Dutch audience.

After launch, the client extended the platform further using the Webflow API to update ticket availability and publish content directly. The site was built to be extended independently. That was the goal.

Growing the platform after launch

A post-launch sprint expanded the site as the product expanded. New pages for AI Agents, showcasing the automations Narrative builds for event clients. AI Modules for their modular training format. A Library of Tools for event professionals. A Clients overview with category-based logo navigation across agencies, organizers, venues, suppliers, and institutions. As Narrative added product lines, the website added pages, same system, no rebuild required.