Good to know
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Add
Lorem ipsum
Lorem ipsum
Aleria is the first 100% custom, modular, and scalable riding saddle — designed to adapt to both members of the horse-rider duo and stay perfectly fitted over time. Gemeos handled the art direction, UX/UI design, and Webflow build for aleria-sellerie.fr.
%25201.webp)
Aleria is the answer to a problem 70% of riders live with without even realizing it: their saddle doesn’t truly fit — neither them nor their horse. A saddle with 19 adjustable parameters, handcrafted in Normandy and readjustable at any time by a partner saddle fitter.
Gemeos supported Aleria with art direction, UX/UI design — including a saddle configurator and a saddle-fitter map — and the Webflow build for the launch site.
Industry
Others
Services
Artistic Direction
UX/UI Design
Development
SEO
Aleria faces a double paradox: the French premium saddle market is dominated by brands with austere, institutional visual codes (Antares, CWD, Butet), while the few brands that dare to feel modern and digital are foreign. The founder wanted an identity that captures both the elegance of French luxury and digital modernity — without sacrificing one for the other.
Maxime built the art direction around references outside the equestrian world: Apple for product presentation and interface clarity, Hermès for originality and brand differentiation, and Butet for credibility in the saddle-making space. The palette keeps Aleria’s existing visual identity, enriched with a more premium photographic treatment and a stronger typographic hierarchy.
The saddle is the hero product — it should never get lost in the pages. Unlike competing saddle brands’ websites (Stübben, WOW Saddles), where the saddle gets buried under accessories, every Aleria page is designed so users can reach the saddle in one click max, with a presentation worthy of the biggest names in luxury saddle-making.
A clean, bright design on a white background gives every element room to breathe. Elegant serif typography for the headlines instantly sets a premium, handcrafted feel. Authentic equestrian photography takes center stage, framed within a structured grid. Natural tones — beige, subtle burgundy — ground the brand in custom craftsmanship and expertise. A refined, reassuring direction that speaks to discerning riders.
The full-screen hero, with immersive photography, drops visitors straight into the world of horses. Bold white typography over the image creates instant visual impact. Colorful trust badges — terracotta and khaki green — structure the value proposition without weighing it down. The sections alternate between warm content blocks and magazine-quality photography. This direction feels more emotional and sales-driven, built to convert at first glance.
A confident premium direction: all-caps serif typography, generous white space, and a horizontal photo strip. The layout leans into contrast — dense text blocks against full-bleed imagery. Deep burgundy as the only accent color sharpens the brand’s elegance and distinctiveness. This direction speaks to a premium audience that recognizes the codes of quiet luxury.
.webp)
The Aleria website had to hit several goals at once: present a complex technical product in a simple, compelling way (19 adjustable parameters, modular system), speak to a very broad customer base — from amateur riders to competitors — and drive a concrete action: configure a saddle or book a meeting with a saddle fitter.
The project’s most innovative design angle: a saddle configurator inspired by car configurators — Porsche was the reference — adapted to the equestrian world. The user picks aesthetic options in real time — leather color, finish type, panels, pad color and stitching, accessory options — and instantly sees the saddle come together with its final price. A radically different approach from existing configurators (IKONIC, CWD), which felt too slow or too minimal.
To drive bookings, Maxime designed a geolocation interface for partner saddle fitters on an interactive map of France, with direct access to each professional’s Calendly schedule. A 3-click journey: locate → choose → book.
.webp)
The Aleria site build (weeks 5–6 of the timeline) was delivered by Tiphaine, based on Maxime’s approved designs. The project’s main technical challenge came down to two custom modules: the saddle configurator and the saddle-fitter map.
Built with real-time customization logic in Webflow, the configurator lets users combine multiple visual options — leather color, finish, panels, and accessory add-ons — then instantly displays the visual result and final price. It’s a lighter, faster approach than the heavy JavaScript solutions used by competing configurators.
The partner saddle-fitter map across France includes geolocation and direct access to each professional’s Calendly widget. The booking flow is cut down to 3 steps to reduce friction and drive more inquiries.
A Webflow training session was delivered at launch so the Aleria team could manage the product catalog, partner saddle-fitters, and editorial content independently.
.webp)
Aleria’s SEO strategy was built around one key insight: the search market for riding saddles is dominated by players that don’t really answer the question of equine well-being. Aleria targets high-intent queries tied to both purchase decisions and problem-solving.
Problem-based searches (“ill-fitting horse saddle,” “uncomfortable saddle for rider,” “sore back rider”), product searches (“custom equestrian saddle,” “adjustable horse saddle,” “ergonomic riding saddle”), and geo-targeted searches for saddle fitters (“saddle fitter [city]”).
The site was structured with a clear semantic hierarchy, custom meta tags for each page, and Product schema markup for saddle product pages. The saddle fitters page uses LocalBusiness markup for each listed professional, boosting local visibility in saddle-fitting advice searches.
Let’s f*****G GO !!
Alexandre
Max
Enora
Bryan
Cannelle
Tiphaine
You'll :heart: our collaboration...
