AI company website design for Machine Football AI

Machine Football builds AI models of football. Clubs, leagues, media companies and investors use them to understand the game, and football agents use its app to find, value and place players.

The company is Machine Football Ltd, based in London and set up in January 2023. Graeme Le Saux is the founder and Chris Perry is the CEO. Their brand identity was made by a separate brand studio; we designed and built the website.

Client

Machine Football Ltd, London

Industry

Sports AI, football analytics

What we did

Designed and built

Platform

Figma, Framer

Timeline

21 Jan – 19 Mar 2026

Brand

By SEA, a separate brand studio

Football analytics is judged on credibility, so the site had to read as serious expertise without feeling cold or academic.

An AI model of football is hard to picture, and visitors needed to feel its size before reading any detail. The team also had five kinds of content: special projects, reports, media, blog posts and a glossary. Each one needed its own page.

1. An AI model of football is hard to picture.

   What we didOne number on the first screen, 1.1 billion on-pitch events, over a stadium video. Visitors feel the scale of the model before they read a word.

2. Five kinds of content, from reports to a glossary.

   What we didEach one got its own page and layout, and the menu numbers the sections 01 to 06, so the site reads like a sports magazine.

3. The team publishes often, without a developer.

   What we didBlog, MF Media and Glossary run on the Framer CMS, so a new post, media item or glossary term is a form their team fills in.

4. It had to feel like elite football, not a lab.

   What we didA dark design with stadium photos and bold white type, built on the brand SEA made, and kept whole on phones.

We compared their old WordPress home page with the site we built, the way a search engine or an AI tool reads it.

The first screen is a stadium video with “We are obsessive” built letter by letter. Then it says one thing: “Imagine 1.1 billion on-pitch events.” Visitors see the scale of the model before they read a word.

The look is dark: near-black pages, stadium photos and bold white type, so the site feels like elite football, not a lab.

We designed and built a multi-page site: Home, Special Projects, Reports, MF Media, Blog, Glossary and Contact. The menu numbers each section, 01 to 06, so it reads like a magazine.

Special Projects pages mix data, photos and written analysis in one layout.

The Blog, MF Media and Glossary run on the CMS. The team adds blog posts, media and glossary terms without a developer.

The glossary explains their football terms, like System Fit, with one page per term.

Sections, numbers and images come in as you scroll. The same dark design works on phones, page by page.

1. Kickoff21 Jan

   Brief and page plan

   We started from their brand, made by SEA, and agreed the pages and the five kinds of content.

2. In FigmaDesign

   Every page in Figma

   Each page designed for desktop, tablet and phone, starting with the home page.

3. In FramerBuild

   Built in Framer

   The site built in Framer, with the CMS for blog posts, media and glossary terms.

4. Before launchCheck

   Checked, then live

   Every page checked on phones and laptops before it went live.

5. Theirs to runHandover

   Handed to their team

   The site runs on Framer, and their team publishes without a developer.

• Website design in Figma for every page, on desktop, tablet and phone

• A Framer build of seven pages

• Blog, MF Media and Glossary on the Framer CMS

• A stadium video hero with a letter-by-letter headline

• Scroll animations for sections, numbers and images

• SEO settings on every page