Underbelly
Sharper positioning, stronger stories, real proof from the work.
The migration is now pulling real services, work, writing, and selected landing pages from the live Webflow source into Sanity.
Direction
The goal is not just a nicer website. It is a more expressive, controllable, media-native system that Underbelly can shape with intent.
Homepage video
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This will evolve into the primary video-led homepage moment, backed by the new media model.
Services
Sharper positioning, stronger systems, less agency mush.
Service pages should feel commercially useful and creatively confident at the same time.
Work
Case studies that carry the weight of the story.
Work pages should prove the media system, the narrative voice, and the quality bar in one shot.
Writing
A place for taste, point of view, and signal.
Writing should feel like part of the brand, not a detached content marketing annex.
What is live now
The first migration pass now includes core services, case studies, articles, selected marketing pages, and seeded global site docs. This staging homepage is starting to reflect the real content bank instead of placeholder language.
Featured work, FatCats
A bold brand refresh helped FatCats scale their playful personality across every touchpoint, from pizza boxes to billboards. See the migrated case study at /making-it-awesome-with/fatcats.
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Featured work, Chargezoom
Chargezoom is one of the clearest examples of the migration working end to end: real Webflow content pulled into Sanity and available on the preserved work route at /making-it-awesome-with/chargezoom.
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Writing is live too
Writing content is now available from Sanity as well, including the website planning article at /writing-about/what-you-should-know-before-building-or-updating-your-website.