Her story, not a catalogue
The clinic appears as her first venture, with a link to its own website, so the site stays about her.
Roxana Diaconu
The founder of Roxana Aesthetics Clinic in Dubai wanted a website about her own story, not a second clinic website.
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Key details
We designed Roxana Diaconu's website as a scroll story in five chapters, beginning with her RD monogram and a portrait that opens out of it. Our WordPress build uses native Elementor pages and widgets of our own, and has been live on her domain since 16 October 2026.
- Client
- Roxana Diaconu
- Industry
- Personal brand
- Location
- Dubai, UAE
- Year
- 2026
- Live site
- roxanadiaconu.com
roxanadiaconu.com
Roxana Diaconu
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Scene 01 / Home
A champagne ring draws around her RD monogram, her name comes into focus letter by letter, and her portrait opens out of the disc.
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Scene 02 / The founder
Chapter one opens through an arch, then her biography and a dot travelling the line from Romania to Dubai.
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Scene 03 / The journey
Five turning points from pharmacy to founder rise into place, then her quote lights up letter by letter as you scroll.
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Scene 04 / Point of view
Her three ideas sit over full-screen portraits wiping up one over another, then her published pieces tumble across a cream panel.
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Scene 05 / Ventures
Roxana Aesthetics Clinic, her first venture, in a gallery running sideways as you scroll down.
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Scene 06 / Contact
Her business system draws itself row by row, then the contact routes and her name as a sign-off.
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Scene 07 / Menu and enquiries
The menu slides in over a blurred page, and each enquiry route opens one form already set to its subject.
Overview
Roxana Diaconu is a Romanian entrepreneur based in Dubai and the Founder and CEO of Roxana Aesthetics Clinic, which she opened in 2022. She came to the business with a professional foundation in Pharmacy and years as a client in Dubai. She is a member of Forbes Business Council and writes Council Posts on founding and leadership. Her point of difference, in her words, is the business system behind premium care.
This page covers what she asked for, how the site moves and how we built it.
The challenge
It had to be a founder's website, not a second clinic website.
Her story first
Her brief treats the clinic as evidence of what she has built, not as the subject. The site had to follow her journey instead of listing treatments.
One route for enquiries
Media, speaking and partnership enquiries needed one clear route, with clinic bookings left to the clinic's own website.
Slow, deliberate motion
Her brief asked for slow, deliberate motion and ruled out loading screens, cursor effects and anything holding up the first screen.
Every claim linked
Each membership and media mention needed a link to a live source before going on the page.
Her colours and her mark
Her brief set ink, ivory, oxblood and champagne, an RD monogram and her name as a spaced wordmark, with no pink or rose gold.
What we did
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The same story on a phone
On a phone the five chapters run in one column. The arches narrow, the clinic gallery becomes a run of photographs down the page and the menu fills the screen.
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Native Elementor, our own widgets
We rebuilt the approved design as native Elementor sections. Eleven widgets of our own cover the header, menu, logo entrance, chapter bar, enquiry form and more, and every word in them is editable.
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Her monogram opens the site
A champagne ring draws around her RD monogram, the disc opens like an iris and her name comes into focus from the centre out. Then her portrait opens out of the disc.
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Chapters open like a doorway
Each chapter starts as an arch around her portrait, and the arch widens to fill the screen as you scroll. A fine outline draws down both sides, then the numeral and the chapter's name rise into place.
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From Romania to Dubai
As the line scrolls into view, a dot travels from Romania to Dubai, and Dubai catches the light as the dot arrives. Titles across the site set themselves letter by letter.
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Press and ventures, moving sideways
As you scroll down, her published pieces tumble sideways across a cream panel. Then her clinic's photographs run past the line The business system behind premium care.
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Found under her name
Her name is the page's main heading, and the title and description give her role and her clinic. Structured data describes her as a person, with her clinic and her Forbes Business Council membership.
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Motion that never holds the page
GSAP and Lenis drive every reveal. The opening never locks the page: a scroll, a tap or a key skips straight to her portrait. With reduced motion switched on, the portrait fades in instead.
Built with
- WordPress CMS
- Elementor Native page sections
- Hello Elementor Theme
- Xpro Theme Builder Header, footer and 404 page
- roxana-site (our plugin) Widgets, motion and the enquiry form
- GSAP Scroll and motion
- Lenis Smooth scrolling
- Yoast SEO Titles, descriptions and structured data
Site plan
- No screen to open
Select a page to open its screen.
What Roxana has now
- A founder's website on her own domain, live since 16 October 2026 and separate from her clinic's site.
- Five chapters, from her biography to her enquiry routes, each opened by an arch on her portrait.
- Her monogram and her name from the opening animation to the favicon and the share card.
- Native Elementor pages, where every line and photograph is editable.
- One enquiry form, with media and partnerships as separate routes, and each message saved in WordPress.
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Why it worked
It works because every chapter leads to one way to reach her
The design tells her story at the pace her brief asked for, and the enquiry form is one click away from every chapter.
Slow, and never in the way
Every reveal plays as you scroll, and the opening gives way the moment you scroll, tap or press a key.
Claims with their sources
Her membership and every publication on the page link to their sources, as her brief asked.
One route for every enquiry
Media, speaking and partnership enquiries go through one form, opened from the header, the menu or the contact chapter.
Client stories
What clients say
On camera and in writing — swipe through the founders and teams we’ve helped design, build and grow.
In their words
★★★★★
GMC is thrilled to extend our heartfelt appreciation to Adnika! Collaborating with Ehsan and his team has consistently been an absolute delight. Ehsan's dedication and commitment have ensured that German Medical Center remains an exceedingly satisfied and happy client, especially regarding their Hubspot Onboarding, Digital Marketing, Website Development, Content Creation and Social Media Marketing. Adnika is indeed the Best Digital and Growth Marketing Agency in UAE!
★★★★★
Adnika provided us with their Inbound Sales and Marketing solutions through Hubspot. They helped us generate more qualified leads for our sales team, drive website traffic, increase customer engagement, and grow our customer base. Adnika is a reliable partner that has always taken our specific goals and needs seriously.
★★★★★
Adnika has helped us plan, implement and optimize ad campaigns on Facebook and Instagram. Adnika is truly committed to Performance Marketing. They provided us with a fantastic dashboard with detailed KPIs that helped us track the campaigns’ performance in real time. Adnika also gave us helpful and dedicated support during the whole project, and the campaigns turned out to be a great success. We highly recommend working with Adnika's growth experts.
★★★★★
We really enjoyed working with Adnika’s team. Not only are they talented, but they all take the time to understand whom they're working with, what they're trying to accomplish, and how to help the business achieve its goals. The quality of work we've experienced has made a huge difference for us and helped drive new business.
★★★★★
Adnika helped Sea Technology with setting up new digital channels, such as Google Search Ads, to attract more customers and leverage our brand. We are very satisfied with the results and we will continue with the implementation of lead generation, marketing automation, and performance marketing.
★★★★★
Working with the Adnika team has been a real pleasure! Extremely friendly, Ehsan and Elin are always available with prompt replies, valuable insights, patience, a problem-solving attitude, and high knowledge. Super easy to work with them. I highly recommend the Adnika team to help your business!
★★★★★
I am an artist, but I also manage a collective of DJs. In order to promote our services to our clients, we needed Inbound solutions that could attract the right traffic and promote the brand. Adnika built and designed our Inbound processes as well as create and manage campaigns on social media and Google Ads which helped us attract many more customers. I’m very happy!
★★★★★
We've been using Adnika growth marketing solutions only for a few months. They are highly professional, competent, experienced, and creative. Get ready to get to work with this agency. They will come alongside you as a business owner and feel your pain and joy! Get ready to transform your business.
About this project
Questions about this engagement
What clients ask us after reading this case study.
WordPress, with the free version of Elementor, the Hello Elementor theme and Xpro for the header, footer and 404 page. Our plugin, roxana-site, carries the design's widgets, fonts and GSAP motion.
She approved the design on 1 October 2026. The WordPress build followed on 15 October and went live on her domain the next day.
Yes. In the Elementor editor the motion switches off and every section lies flat, so any line is easy to select and change. The motion plays again on the live page.
No. Roxana Aesthetics Clinic has its own website. Her site shows the clinic as her first venture and links there. We also run search and site work for the clinic: see the Roxana Aesthetics case study.
Yes, for founders and public figures who want their own story told apart from their company's. See our interactive web development service for scroll-driven sites like this one.
No questions match — try another search.
More work
Other things we have built
- 01
Paria Ghorashi
A scroll-story website for a Dubai entrepreneur, advisor and public figure.
- 02
Adnika Motion
Our own Elementor plugin that plays a film as visitors scroll, with timed cards, a navigator and a map.
- 03
Arabland
A Dubai brokerage website with live CRM listings, map search and valuation tools.
- 04
German Medical Center
One English and Arabic website for every department of a Dubai Healthcare City clinic.
- 05
Concept Plus
A homepage film that walks visitors into the group's building as they scroll.
- 06
A2 Sweden
One WordPress site for a door hardware range, from smart locks to drawer slides.
- 07
Interactive web development
How we build scroll-driven and animated websites.
Next step
Find out what your website says about you as a founder
A straight read of how your site tells your story and how media and partners reach you. The findings come in writing, whether or not you work with us.