Responses by Axel Sani, creative director, Elias.

Background: The purpose of Reckless Surfboards’s site was to showcase the craft and philosophy of a passionate surfboard shaper based in Eastern France—someone deeply driven by the pursuit of speed and flow in his work. We designed the site to be much more than a product catalog; it’s an immersive brand experience that reflects the artistry and energy behind each custom board. The primary audience includes surf enthusiasts, design lovers and a niche community of riders looking for handmade high-performance boards. It also speaks to a broader creative audience interested in the craftsmanship and lifestyle around surfboard shaping.

Design core: The site’s core features revolve around motion, storytelling and sensory engagement. The homepage opens with a fast-paced scroll animation that mimics the speed and rhythm of riding a wave. We used oversized typography, bold grids and kinetic transitions to create a sense of forward momentum throughout the experience. Cinematic video snippets, parallax image layering and immersive soundscapes help transport the user into the world of shaping. The color palette—earthy and ocean-inspired—reinforces the connection between nature and the craft.

Favorite details: We’re particularly proud of the product storytelling section. Instead of being displayed on a traditional product page, each board is introduced like a character with its own philosophy, use case and ideal conditions. We also crafted a dynamic shaping timeline—a horizontally scrollable experience that visually explains the shaping process from raw foam to finished board. It’s both educational and visually engaging, striking the balance between technical insight and brand emotion. These elements really reflect the shaper’s attention to detail and love for his craft.

Challenges: One of the biggest challenges was translating physical speed—something you feel when riding a wave—into digital motion without overwhelming the user. We wanted energy without chaos. Another challenge was building a fully immersive experience while keeping the site performant on both desktop and mobile. Using Webflow meant creatively working within the limitations of no-code while still achieving advanced visual storytelling.

New lessons: Working on this project forced us to deepen our understanding of interaction design in Webflow, especially when it came to scroll-based animations and responsive kinetic layouts. We also pushed ourselves to rethink what an e-commerce experience can look like when the product isn’t just something you buy but something you connect with emotionally. Finally, collaborating closely with the shaper gave us a whole new appreciation for how brand identity can be deeply rooted in lifestyle, not just visual design.