/ Case study
REFRAME
Three REFRAME conferences have run on the Webflow site we built. The 2026 edition was on staging two days after they asked.
Fri3nds project record, 2024 to 2026
Who REFRAME is and why it needed its own conference site
REFRAME is a conference and community for accounting professionals, run by Hector Garcia, CPA, and sales coach Carlos M. Garcia. Each year it brings accountants together for workshops on how they talk about, sell and price their work, with Carlos teaching the "Exactly What to Say" method. Until 2024 the event lived as a page on the Alt Accountant website. For REFRAME 2024, Carlos and Hector wanted a site of its own, in the REFRAME brand, in the format of the event sites we had built before.
The challenge: a conference site in twelve days, then two launches in a week
Carlos sent the brief two days after Christmas 2023: one landing page with the conference details, built from REFRAME's brand guidelines, photos and 2023 recap video, live by January 8. Ten months later the ask came back faster. REFRAME was about to launch two new products the following week: Reframe Society, a membership that carried Alt Accountant's community over to the REFRAME name, and a way to reserve a seat at REFRAME 2025 before the venue was even set. Both needed pages inside the REFRAME site, in the same brand and format, by the next Wednesday.
How we built REFRAME's site, and then its 2025 edition
For the first edition, speed mattered more than novelty, so we started from a Webflow event template and dressed it in REFRAME's brand, photos and video. The plan fit the deadline: one design option, approved in Slack, then the build, QA and a first Webflow training for REFRAME's team. For 2025, Jaime, our project manager, turned a Friday call into a written list of agreed changes with a timeline, and REFRAME chose the order: Society first. Fede built a new home page for 2025, moved the 2024 event into an archive page, added a webinars page with its agenda and laid out the Society membership page, with placeholder art until REFRAME's illustrator delivered. Small asks, like renaming a menu item to "Exactly What to Say", went out the same morning.
- 4 pages in the 2025 release: the new home, Society membership, webinars and the 2024 archive
- 10 days from REFRAME's go-ahead to the staging review
How we launched REFRAME 2025
On November 22, 2024 REFRAME's team had every page on a staging link. We asked them to make their edits there rather than on the live site, so we could give everything a final review before it went live. Carlos filled the Society page with copy himself, and we walked through the rest together on a call. By January 2025 the site was selling REFRAME 2025, Pricing with Confidence, in Coral Gables, with the 2023 and 2024 editions one click away in the menu. Carlos opened the new year with a note to our team.
"Thank you so much for the help with the site. Your team is fantastic."
— Carlos M. Garcia, Sales Coach & Founder, ExceedSales
What changed for REFRAME's team
REFRAME now runs one site that grows a year at a time. Each finished conference becomes an archive page, and the next one starts as a copy of the last home page. In February 2026, getting ready for REFRAME 2026, Carlos asked for exactly that: clone the 2025 home, archive 2025, no new design. Fede had it on staging two days later, and Carlos changed the copy himself that same morning. Along the way, Carlos also introduced us to another accounting firm that needed a new website.
- 3 REFRAME conferences (2024, 2025 and 2026) on the same Webflow site
- 2 days from request to the 2026 edition on staging
Credits
Client: REFRAME. Carlos M. Garcia (Sales Coach & Founder, ExceedSales), Hector Garcia, CPA (Chief Education Officer, Quick Bookkeeping & Accounting)
Fri3nds team: Marcelo Russo; design by Serggio Montilva (2024 edition); Webflow development by Federico Rano; project management by Jaime Pons; Esteban Muñiz
Services: Webflow build from an event template, event landing pages, membership page, event archive pages, yearly event rollover
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