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if/else agency: the story of an agency built to redefine HubSpot web development & projects
Two developers looking
for a better way
if/else agency was born from a simple observation: the day-to-day life of developers deserves to be reimagined. And along with it, the experience of digital experts and the way we approach work as a whole.
We created if/else agency with a clear idea in mind: put an end to dissatisfaction. The kind that drains teams. The kind that disappoints clients.
What we want instead is to bring enjoyment back to the center of the work: the joy of coding, the joy of collaborating, and the satisfaction of building projects that truly matter.
When done right, this profession can turn pixels into pride and create relationships that genuinely make sense.
That’s exactly what we’re here to prove.
Why if/else agency: where it all started
The Manifesto
It’s the story of two best friends, passionate about their craft but exhausted from seeing the same problems repeat themselves over and over again.
After years working as salaried developers, they eventually reached their breaking point. And for good reason:
- Reduced to simple executors, invisible when everything works, blamed the moment something goes wrong.
- Expertise constantly ignored, replaced by questionable decisions that undermine their work.
- Web development deliberately made more complex to justify higher prices.
- Websites costing €20k or €40k, full of responsive bugs, poor performance and nearly impossible to manage.
So they started asking themselves a simple question: “Why do we keep doing this?”
Then came the next one: “What if we did things differently?”
That realization changed everything. After ten years as employees, we stepped into the unknown. At first, each of us went our own way !
To breathe, reconnect with our craft, and figure out what we truly wanted… and what we didn’t want anymore.
Little by little, we realized we weren’t alone. This frustration and this desire to do better was shared by many others.
So we came back together, this time as partners, and decided to create if/else agency.
Since October 2022, we’ve helped more than fifty companies build their digital presence the right way: with solutions that are clear, fair, and accessible.
We demystify code, break the clichés, and prove that a great website is first and foremost a website that actually works, for everyone.
Our values? We don’t just talk about them. We live them.
We care deeply about doing great work and even more about enjoying the process of doing it.
For our clients. For our developers and experts. And for ourselves.
With love, always.
The if/else agency team
The core team
Luc Benayoun
Co-founder / CTO
Luc is the driving force behind the agency, the one who turns ideas into technical reality. He’s the kind of developer who truly lives for code and constantly pushes its limits. With him, there’s no such thing as a problem, only solutions, and usually very quickly.
- He identifies talents who fit the spirit of the agency, mentors them, and brings them onto exciting projects.
- He keeps our technical foundation at the highest level, constantly challenging and improving it.
- He manages projects and client relationships with natural ease, making sure everything runs smoothly.
- And when a bug appears, he’s already on it, ready with a solution.
Garance Faraoun
Co-founder / CSO
She’s the agency’s guiding force. With her vision and rigor, she brings energy to every corner of if/else agency. Garance is the one who keeps everything running smoothly — with both heart and strategy.
- She attracts the right clients and makes sure they leave with a smile (and a great project).
- She orchestrates everything happening behind the scenes, from administrative teams to production, without ever losing track.
- She leads sales and lays the foundations of each project before handing things over to the technical team.
- And because she’s never short of ideas, she also drives communication and builds partnerships that help the agency shine.
The if/else agency team
Our trusted partners
Without them, if/else agency wouldn’t be what it is today. Their creativity, passion, technical expertise, and the way they embody the agency’s values push us to go further every day.
Thanks to their dedication, we don’t just deliver websites, we create digital experiences that truly make an impact.
Christopher Blaud
Web developper
Guillaume Mely
Web designer
Oussama Tritah
Marketing & CRM consultant
Sophie Le Tirant
Administrative assistant
Our commitment to responsible and high-quality HubSpot solutions
More than technology, a vision
Our mission goes far beyond writing lines of code. We aim to deliver a unique client experience, driven by a rigorous methodology and a work environment where our teams can truly thrive.
Our ambitions?
- Build a strong community of developers in France : because we’re stronger together and it’s more fun that way too.
- Demystify web development and technical solutions : no more confusing technical jargon. Here, everything is simple, clear, and accessible.
- Create an agency built on real human values : Honesty, respect, and a bit of kindness can make all the difference.
- Build a responsible and committed company : because we want our work to have meaning, for our clients and for the planet.
And all of this with one goal in mind: to become the reference for HubSpot development in France while staying happy and sharing our passion along the way.
Ready to move your project forward?
Our best HubSpot projects: explore our case studies
What we achieved together
Entre 2022 et 2025, plus de 30 clients ont choisi if/else agency pour leurs projets web. Peu importe leur domaine, on a mis tout notre cœur à relever chaque défi et à créer des sites qui correspondent vraiment à leurs besoins.
We worked with Luc and Garance on 2 separate projects: the optimization and design of the corporate site and the migration + redesign of another site. During these 2 projects, they demonstrated their mastery, rigor, complementarity and professionalism.
We called on If/Else to redesign our site and develop a dynamic calendar. Everything turned out just the way we wanted it, and we're very happy with the result - it makes our work so much easier!
We worked with if/else agency to redesign the theme of our corporate website. We're very satisfied with the result. The collaboration was seamless, they have real expertise and were proactive in making our project a success.
A highly skilled team that is close to its clients. We regularly entrust them with Hubspot developments, and they always coordinate projects superbly. It's a pleasure to work with Garance, Luc, and Christopher.
[...] A big THANK YOU to the whole team! Thank you for your professionalism, creativity, and responsiveness! Special mention to Garance, who was PROACTIVE in responding to all my requests day and night... If/else Agency, a true strategic partner for even the craziest projects!
Luc and Garance have worked with us on a number of website development projects, from mock-up design to online launch. Their mastery of the HubSpot CMS, their rigor and professionalism are a real plus when it comes to optimizing website performance. Skills that are rare on the market!
Very good collaboration with the IEA teams on the HubSpot CMS. We had to integrate a booking engine from a third-party business tool. Delivery on time and quality on target. A job well done.
[...] We have no hesitation in recommending If/Else Agency, who have supported us with exemplary professionalism.
Their technical expertise, combined with a genuine willingness to listen, guarantees solutions tailored to our needs.
A big thank you to the If/Else team for their responsiveness and invaluable support on a daily basis!
[...] The team demonstrated excellent listening skills and a keen understanding of our challenges. We highly recommend if/else agency for the quality of their support, their professionalism, and their ability to integrate effectively into a project team.
I've finally found my HubSpot CMS partner !
After a very well executed site redesign, I'm happy to have finally found my strategic partner to serve up the web experiences of my dreams! Excellent communication, very good planning, good advice and real support for our web developments. I highly recommend IF/Else.