Fimo
2025
I joined the team behind Strapi to help launch their new product: an AI tool for building complete websites, with the front end, the back end, and a built-in CMS. The world wasn’t exactly short of AI website builders. Finding competitors wasn’t going to be a problem.
Direction
We started with the market and the problem, before choosing a name. Between Framer and Webflow, Lovable and Replit, v0 and Cursor, we wanted a clear place for professional teams managing content together. That positioning guided the product, the words, and the identity. Fimo means “Forever In Motion”: with an AI agent, a company’s website could stay up to date and keep evolving. Always active, always listening.
My contribution
- Worked directly with the technical team on naming, the first logo, the visual identity, and the website.
- Developed an animated orb with Midjourney to express intelligence, life, and constant motion.
- Developed visual metaphors and motion for the AI’s behavior, loading states, and onboarding.
- Created the launch teaser and product video.
“We had the tech, but Julien gave it a story. He then built the whole visual language that drives the site, the product, and the motion design.”
Aurélien GeorgetCo-founder & CPO
Who I worked with
Pierre BurgyCo-founder & CEO
Victor CoisneVP Marketing
Skills
- Positioning
- Naming
- Brand story
- Logo
- Visual language
- Image generation
- Motion language
- Web design
- User flows
- Teasers
- Product demos