Framer X design tool steps in the ring with InVision, Adobe, and Sketch

Design tools are becoming increasingly important to just about every brand out there. Today, a new entrant joins the race.

Framer X, a revamped version of three-year-old Framer, was founded by Koen Bok and Jorn van Dijk after the duo sold design software Sofa to Facebook in 2011. Framer X is a rich, React-based design tool that lets any designer draw out their interface components and instantly send them over to the engineering team for collaboration.

The key here is reusability and fidelity. With Framer X, engineers can send over existing components that are in production and let designers move forward from there. Conversely, designers aren’t sending developers a facsimile of a button or icon but the actual SVG code behind that component.

Framer X also allows users to collect components and other design items as a package within the Framer X store, so that they’re easily accessible during the design process. Framer X offers a public Framer X Store where casual designers can build off of the experience of advanced designers who’ve uploaded components to the store.

The company also allows enterprises to launch their own private store for use within the organization.

Framer costs $15/month for users, and private Framer X stores for the enterprise are priced flexibly based on the size of the organization.

Framer now joins a competitive landscape, which includes the likes of InVision, Adobe, and Sketch .

The company says it has around 50,000 monthly active users, with 200 companies (including Google, Facebook and Dropbox) using the product. Framer has raised $9 million to date from Greylock, Foundation Capital, Designer Fund, and Accel Europe.