Threadworks

21 warehouse homes in Bethnal Green — Capri's design intent, translated one-to-one into a Webflow site the sales team can run.

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Industry

Real Estate Development

Timeline

2 weeks

Services

Brand Translation, Webflow Development, CMS Setup

Overview

bethnalthreadworks.com is the public site for Threadworks, a 21-home warehouse conversion in Bethnal Green for VFUND. The brand and visual direction came from Capri, a London studio with a genuinely sharp editorial sensibility. The real risk wasn't whether the site would look good; it was whether the feel Capri had built would survive the Figma-to-build handoff. I led the build on Webflow, with Pelumi leading development, translating every type choice, image ratio, hover state and breakpoint into a site the sales team can run themselves.

The Challenge

When a branding agency delivers a Figma, what you've received is brand equity in visual form. Every type choice, every image ratio and every hover state has been argued over for a reason. The moment that file hits a developer who doesn't care about the reasons, the whole thing starts leaking value. The site ships, it looks 'fine,' but the feel is gone — and no one can quite explain why the brand isn't landing the way it used to.

Our Approach

The fix is not hiring a bigger agency that tries to do both brand and build. It's choosing a developer who treats design intent as something to protect, not approximate. Pelumi led development for us on Threadworks and translated Capri's Figma one-to-one — every Crittall detail, every image rhythm, every breakpoint — then wired it into a Webflow CMS so the sales team could update the site without going back to a developer for every change.

Led by me, Russel Davis, as a B2B Webflow studio — delivered with my specialist network, shipping brand-led builds with AEO baked in.

Results

Here's what the engagement delivered — measurable outcomes that speak for themselves.

Homes marketed

Figma to live

1:1 translation

CMS

Sales-team managed

Delivered for

VFUND

FAQs

Frequently asked questions

Common questions about the Threadworks project.

A Figma file is brand equity in visual form. Every decision in it has been argued over for a reason. If the developer treats it as a rough reference rather than a spec, the site will look 'fine' but the feel will be gone — and the brand stops landing the way it used to.

Pelumi led development and translated Capri's Figma one-to-one — every Crittall detail, image rhythm and breakpoint — rather than approximating it. That precision is what keeps the brand feel intact when the site goes live.

Yes. The build is wired into a Webflow CMS the sales team can run themselves, so day-to-day edits and content updates don't require a developer each time.

Treat the Figma-to-build handoff like the transaction it is. Ask who specifically is building it. Ask for a side-by-side of a previous Figma and the live site they shipped from it. A good developer costs more; they also save you from rebuilding the site in eighteen months because the brand stopped working online.