Panic Frame is an adventure travel agency built around a simple conviction: that the best travel experiences are defined not by comfort but by depth. The company organizes small-group expeditions to destinations that most operators will not attempt: Namibia's red dunes, Socotra's otherworldly coastline, the winter silence of Tromsø, the volcanic shores of the Azores, the desert highways of Utah and Arizona, Kyrgyzstan's mountain passes. Their audience is photographers, athletes, and travelers who are willing to invest in a trip that delivers something genuinely rare.
The collaboration with KICKFLIP began not with a brief but with a booking. Martin Bonov joined a Panic Frame expedition to Namibia as a paying customer in 2019, drawn by the destination and the chance to photograph one of the most demanding landscapes on earth. The trip produced some of the strongest photography of his career. A relationship grew from it, and eventually a proposal: a full redesign of the Panic Frame website, which at the time was outdated and failing to represent the ambition of the brand. The first build, completed by the agency's existing WordPress partner, took over a year and never matched the brief. When Framer matured as a production platform, KICKFLIP rebuilt the entire site from scratch in one month.
That first Framer build was the beginning of what became a sustained, multi-year partnership. Over the following two years, the platform grew from a 50-page launch into one of Bulgaria's most substantial digital properties: 8,400+ pages across two languages, more than one million words of content generated through a purpose-built AI pipeline, custom tooling for itinerary planning and photo sourcing, and a video component engineered in-house to serve thousands of assets at scale. In 2025, the site was recognized as a finalist for the best Framer website of the year, finishing second only to Miro.com.
Type of work
Year
2024 - Ongoing
Industry
Travel / Hospitality / Outdoors
The homepage was designed to remove the distance between arriving at the site and deciding to go. Visitors land on full-screen destination photography, a clear navigation structure, and destination cards that surface live availability immediately. The spot count indicators are not a conversion mechanic. They reflect how Panic Frame actually operates: small groups, real capacity limits, genuine scarcity. The design makes that honesty visible from the first scroll, and lets the photography do the rest.
The relationship began in Namibia in 2019. Martin Bonov had booked a Panic Frame expedition as a traveler, drawn by the destination and the chance to photograph a landscape few designers ever reach. The trip produced some of the most striking work of his career. After returning, conversations began about the website's potential, not as a formal brief, but as a shared recognition of what the platform could be if the design matched the quality of the experiences the agency was actually delivering.
The first attempt at executing the redesign went through the agency's existing WordPress development partner. After more than a year of work, the result was a site that failed to translate the visual intent of the brief: compromised typography, slow loading, and interaction issues the team had been unable to resolve. When Framer emerged as a mature production environment capable of handling the ambition of the project, KICKFLIP proposed a complete rebuild. The new site was designed and developed by the same team, launched in one month, and matched the brief.
Each destination page is built from a shared architecture that handles the depth of real travel content without sacrificing visual quality. Structured itinerary data, equipment checklists, schema-marked FAQs, custom photo galleries, and a video component built in-house to serve thousands of files at production scale sit alongside editorial content that treats each location as its own subject. The system allows new destinations to launch at speed while maintaining the same standard of craft across every page in the platform.
Over the past year, content production has been rebuilt around an AI pipeline developed specifically for Panic Frame. A brief itinerary, destination, dates, key highlights, feeds into a cloud infrastructure that conducts deep research on each location, sources and organizes photography from stock libraries matched to specific landmarks and activities, generates FAQ content, and produces full itinerary narrative in the brand's documented tone of voice. A new destination page is ready for editorial review in hours. The pipeline has allowed the platform to scale its content without scaling its team.
Two internal tools, built specifically for Panic Frame, now run core operations behind the public-facing platform. The itinerary builder allows the team to plan, scope, and financially model new trips before they are announced, integrating travel planning with business decision-making in a single interface. The bucket photo tool automates the discovery and organization of destination photography across multiple stock libraries, searching by landmark and activity keyword to build visual libraries before the team visits in person. Both tools emerged from the operational demands of a growing platform, and both have become central to how the agency runs.
In 2025, the Panic Frame website was selected as a finalist for the best Framer website of the year, finishing second to Miro.com, one of the most widely used collaborative products in the design industry. The recognition confirmed what visitors had been saying consistently: that the site operates at a quality rarely seen in the travel category, and rarely seen anywhere. It has since become the agency's most reliable source of new bookings, and the feedback most often heard from new clients is simple: they reached out because of the website.
In the two years since the Framer rebuild, active users on the platform have grown by more than five times. Google Search clicks increased by 282% year-over-year. Bookings and custom trip inquiries grew by 142%. The platform now spans 8,400+ pages across two languages, more than one million words of content, and over 6,000 photographs served at production scale.
The site is the primary source of new business for Panic Frame. The feedback heard most often from new clients is the same: they found the website, and the website was the reason they reached out. Almost no one describes it as a good travel website. They describe it as the best website they have seen. That gap in expectation, between travel site and something else entirely, is what the platform was built to create.
Results
LINKS
Credits
Strategy, Service Design & Automations — Martin Bonov
UX, Web Design, CRO, SEO, GEO — Martin Bonov
AI, Custom GPT, Content Generation — Martin Bonov
Framer Development — Martin Bonov, Kaloyan Madzhunov
Custom Code Development — Kaloyan Madzhunov
Photography — Dimitar Karanikolov, Martin Bonov
Videography — Stefan Stefanov, Martin Bonov
Explore more work
Work