/ Case study
Propane
Propane designs the experience, we build it in Webflow under Propane's name. Five projects in 2023, from an audio studio to Propane's own healthcare site.
Fri3nds project record, 2022 to 2024
Who Propane is and why it needed a Webflow team
Propane is a brand, digital experience and platforms agency in San Francisco, co-founded by Neil Chaudhari, its Chief Experience Officer, and Lilu Odedra, its Operations Director. For more than twenty years Propane has designed and built digital platforms for healthcare and technology brands. Propane owns the strategy, the brand, the design and the client. What it needed was a Webflow development team that could take a Figma file and a punch list, work inside Propane's own Slack and review rounds, and build under Propane's name. We started working with Lilu's team in 2022, and in the spring of 2023 Propane signed a scope of work with us and brought us into its Slack.
The challenge: five Webflow projects in one year, all under Propane's name
In 2023 Propane's Webflow work came in waves. An audio post-production studio in May. A data-center and IT infrastructure firm in August, once Propane had finished the brand and the website design. Then three at once in November: a redesign of Propane Health, the agency's own healthcare practice; a civic sustainability campaign site for a business coalition; and a round of fixes on a band's Webflow site. Lilu signed the Propane Health and campaign scopes the same afternoon. Every project had its own client on the other side of Propane, and every one ran through Propane's review process before anything went to that client.
How we built inside Propane's process
The audio studio. Propane started the site from a Webflow template and a Figma file. We reworked it to match the design: a new Services page, the About and Studio pages laid out to Figma, video headers with outline type on every section page, one footer across the templates, and a contact form that goes straight to the studio's inbox. Then we cleared out what the template left behind, down to the page titles and the favicon, and worked through Propane's punch lists and the client's UAT rounds.
The data-center firm. Propane handed the build over on a dev handoff call in August. We put our build questions in writing first (who loads the content, which fonts, whether case studies and articles are separate CMS types, how the hero videos crop on a phone), then built a style guide, components and the site itself in three development phases, with Propane reviewing each page and testing the forms.
Propane Health. For Propane's own healthcare practice we built a single long landing page: the patient-centric hero, the client logo wall, and a dark section of project cards that shows Propane's healthcare platforms. Propane's team marked copy changes right on the staging page, and we sent an intermediate demo about two weeks after the scope was signed.
The campaign site and the band. For the civic campaign we built the homepage, a resource page and a "Make an impact" page with a form wired to an API the client specified, plus the CMS behind them, and sent the whole site to Propane for review on December 29. For the band we worked through a list of fixes on its existing Webflow site: logo scaling, header art sizes for each breakpoint, a videos page, and a web version of the press kit that used to be a PDF.
What shipped
The audio studio's site and Propane Health still run on the Webflow sites we worked on in 2023; Propane Health was last published in January 2024. The campaign site went live on its own domain and was serving our build by June 2024. The data-center firm's build was on its go-live checklist in December 2023, and Propane sent a last round of mobile fixes in February 2024.
- 5 Propane projects in 2023
- Since 2022 building in Webflow under Propane's name
What changed for Propane
Propane kept every client relationship and every design decision, and handed the Webflow build to a team that worked inside its Slack, its Figma files and its review rounds. When Propane looked at moving its own agency site off Contentful, it walked us through the CMS and asked us to scope the migration. And when Neil and Lilu sat down with us in 2025 to plan how the two agencies could sell together, Neil put it plainly.
"When it comes to Webflow, you're definitely like at the top."
— Neil Chaudhari, Co-Founder & Chief Experience Officer, Propane
Credits
Partner: Propane. Neil Chaudhari (Co-Founder & Chief Experience Officer), Lilu Odedra (Co-Founder & Operations Director)
Strategy, brand, design and client relationship: Propane
Webflow development: Fri3nds (Terry, Fede, Nico, Richard)
Project management, partnership and operations: Fri3nds (Camila, Esteban, Marcelo)
Projects: Propane Health, plus Webflow sites for an audio post-production studio, a data-center infrastructure firm, a civic sustainability campaign and a band
Services: white-label Webflow development, template rebuilds to Figma, Webflow CMS, form and API integration, QA and UAT rounds
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