B2B SaaS
Human Resources

Repositioning Fringe from Perk Provider to Employee Experience Platform

Services
UI/UX Design
Motion Design
Web Development
Website Optimization
Live Website
Collage of purple icons and photos showing a woman with a birthday cake, a man opening a gift, a book icon, a target icon, an airplane icon, a gift box icon, clothing icon, a man working at a laptop, a medal icon, and a couple outdoors, centered around a white 'F' logo on a purple background.

About the Client

Fringe is a leading employee experience platform on a mission to make work more human. By bringing together pillars like recognition, rewards, wellbeing, and learning, it helps organizations reduce costs and complexity while uplifting employees in more meaningful ways.
‍
Building on our prior collaboration, we partnered with Fringe ahead of the launch of Fringe 2.0 — a fully reimagined solution designed to unify the employee experience. The website needed to reflect this transformation, clearly communicating the platform’s full value and delivering a modern, engaging experience that matched the innovation behind the product.

Jordan profile image
“I really enjoyed working with Curio. There was always a confident answer that didn’t feel pulled out of nowhere.”
Jordan Peace
CEO & Co-Founder
Comparison of Fringe website before and after redesign, showing improved user interface with a darker theme and a focus on human-centered employee experience.
Comparison of Fringe website before and after redesign, showing improved user interface with a darker theme and a focus on human-centered employee experience.Website homepage for Fringe featuring a banner with text about an employee experience tool and an image of three diverse smiling coworkers interacting at a desk with a laptop.

Challenges & Our Solutions

Challenge 1
Design felt early-stage, underselling Fringe’s maturity
Our Solution
Elevated the brand and graphics to present Fringe as a human-first, tech-forward platform built for enterprise audiences.
Challenge 2
Messaging no longer aligned with consolidated positioning
Our Solution
Replaced outdated content with pages highlighting the unified,  multi-solution approach, key use cases, and success stories.
Challenge 3
Site structure wasn’t optimized for AI-driven search
Our Solution
Implemented an AI-oriented SEO strategy using clear semantic hierarchies, schema markup, and structured FAQs to improve discoverability.
Challenge 4
Limited scalability for rapid growth and optimization
Our Solution
Built a flexible architecture that supports ongoing growth in content, features, resources, and solutions.
90+
Custom graphics created to showcase the product in a clear, engaging way.
11
Brand-new pages designed around the platform’s capabilities and use cases.
Laptop on a pedestal displaying Fringe website with lifestyle benefits and logos for Hulu, UrbanSitter, and Hotels.com on a purple background.
Smiling man and woman sitting in a movie theater with popcorn, surrounded by logos of AMC Theatres, Rover, Active&Fit Direct, and Uber Eats.Smartphone and tablet displaying Fringe client business impact stats and a three-step guide to building a program, communicating to your team, and boosting engagement.
Webpage section showing statistics on engagement, utilization, loyalty, and cost savings, customer stories with images, FAQ accordion, and a highlighted area promoting a tool built for busy HR teams with a photo of two smiling colleagues using a laptop.

Scope of Work

Strategy
Discovery Phase
Held collaborative sessions to align on goals, strategy, and user experience priorities.
Industry Research
Analyzed trends and best practices in HR tech to identify opportunities for engagement and differentiation.
Strategy & Sitemap
Defined content and navigation strategy through detailed site architecture and page flows.
Design
Visual Concepts
Produced two curated sets of UI/UX elements and homepage concepts for client review, to guide the site’s overall design direction.
Full Website Redesign
Designed 25+ pages with a focus on engagement and conversion.
Custom Graphics
Created graphics that illustrate the product’s value and communicate key ideas clearly.
Animations
Produced motion visuals to enhance storytelling and reinforce the brand.
Delivery
Design System
Built a reusable library of components and visuals to support ongoing growth and consistency.
Development
Crafted a fully responsive Webflow site with polished scroll animations and full analytics setup.
QA Testing
Tested across browsers and devices to ensure flawless functionality and visual fidelity.
Post-Launch Support
Ongoing support for landing pages, performance tracking, and continuous optimizations.
Leaderboard showing top participants with photos of people exercising and a coaching tip message on screen.
Interface showing Hydration Heroes challenge details with dates Apr 30 to Jun 29, reward of 750 points, product rewards, and a shout out praising Jack for dedication and hard work.Integration interfaces showing connections between HRIS and payroll platforms including BambooHR, Workday, Gusto, UKG, JazzHR, and Rippling, with descriptions of features like syncing employee status and triggers for events.
Laptop displaying Fringe website homepage with text about engaging people and energizing culture, images of people meditating, working, and drinking smoothies, and features like zero admin hassle and analytics.
Three diverse colleagues collaborating and looking at a computer screen in an office setting.Two smartphones showing the Fringe app interface, featuring rewards and recognition options on one screen and platform benefits with engagement and savings statistics on the other.
Smartphone screen showing an app interface with a logo and connected purple boxes labeled Easy Admin, One PEPM, and Upgraded Employee Experience, alongside text reading Everything that makes work human, in one place on a purple background.

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Alex Olivero, Director of Client Experience, Curio Digital
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