Framer gives 27b the creative flexibility to match i-D’s ambitious vision. Using animations and full-bleed visuals, 27b crafted an immersive, scroll-based narratives that worked seamlessly across devices. “Framer gives us the flexibility and speed to match the creative ambition of each campaign,” says designer Clémence Guillemot.

No code, no compromise

i-D’s campaigns move quickly. With Framer, 27b could prototype, revise, and publish in a matter of days, often shipping in under a week. That speed made a difference. Layouts start in Figma, but everything quickly moves into Framer, where animations and responsive behavior are built and tested in real time.

As Flavien Guilbaud, co-founder of 27b puts it: “At 27b, Framer isn’t a substitute for developers. It’s a different service we offer. i-d.co runs on a fully customized platform, but their campaigns need more freedom. Framer helps us create unique extensions of the magazine on the web."

The Margaret Qualley feature was not a one-off. 27b has build an entire series of campaign sites for i-D in Framer:

i‑D Spotlight: Paris Hilton is a stylized digital feature that explores Paris Hilton’s evolving identity through bold visuals and Y2K-inspired fashion. The site blends photography, motion, and editorial design in a playful, immersive scrolling experience.

i‑D Spotlight: Superstar is a global tribute to the Adidas Superstar shoe and its cultural legacy. The feature mixes fashion, editorial, and attitude to show how one shoe became a symbol of self-expression.

i‑D Spotlight: RED is a bold collaboration with Ray‑Ban celebrating red as a creative force. The site channels energy, vision, and optimism into a vivid scroll of art, fashion, and expression.

i-D Spotlight: Telfar is a feature that traces the 20-year journey of Telfar Clemens and his brand through a mix of interviews and bold visuals. Blending storytelling and design, the site shows how the label reshaped ideas of luxury, community, and identity in fashion.

i-D Spotlight: Elle Fanning is an intimate editorial portrait capturing Elle Fanning’s imagination, restlessness, and growing confidence through candid storytelling and cinematic imagery.

i-D Spotlight: School’s Out Forever? is an immersive editorial exploring youth culture in transition. Through raw photography, candid interviews, and expressive design, it follows how young people navigate higher education, debt, and growing up, questioning what comes next.

Built around trust and autonomy

With Framer, 27b could focus fully on the creative direction of each campaign. With timelines moving quickly, there was no room for handovers or intermediaries. Framer allowed the design team to control every detail from start to finish.

Framer felt familiar

Designing in Framer wasn’t a learning curve. It felt natural. For 27b, that meant more time designing, and less time figuring things out. They could jump straight into designing interactions, building layouts, and testing ideas without technical roadblocks.

That ease of use made a real difference. Designers stayed in flow longer, made adjustments on the fly, and shipped work that matched their original vision without translation or compromise.