Website Refresh

Context

Firebrand Communications’ website no longer reflected the company’s positioning, services, or growth. The existing site lacked visual cohesion, clear messaging, and a scalable system for ongoing updates, making it difficult to support new offerings, thought leadership, and sales conversations.

The goal was to redesign the website to better communicate Firebrand’s value, modernize the brand presence, and create a flexible foundation that could evolve alongside the business.

Constraints

  • Small internal team with no dedicated product or engineering resources

  • Tight timelines alongside ongoing client work

  • Need for a scalable system that non-designers could maintain

  • Accessibility and performance considerations for a marketing-focused site

Before

Role & Ownership

I led the website redesign end to end—from concept and visual direction to design system development and developer handoff. I partnered closely with leadership to clarify business goals, aligned stakeholders on priorities, and collaborated with developers to ensure feasibility, accessibility, and execution quality.

Approach & Key Decisions

Rather than treating the redesign as a one-off visual refresh, I focused on building a modular system that balanced brand expression with usability and scalability.

Key decisions included:

  • Clarifying the site’s primary audience and tailoring messaging toward prospective clients and partners

  • Simplifying the information architecture to improve clarity and navigation

  • Establishing a flexible layout system to support future pages, case studies, and content updates

  • Designing reusable components to reduce long-term maintenance and enable faster iteration

Throughout the process, I evaluated design decisions through the lens of business impact, content flexibility, and ease of implementation.

Solution

The final redesign delivered a cleaner, more cohesive visual language paired with a modular page system that could scale with Firebrand’s growth. The updated site better reflects the company’s strategic expertise, supports storytelling across services and case studies, and provides a foundation for ongoing optimization.

AFTER

See the design live with interactive elements here.

Impact

  • Improved clarity and consistency across all primary site pages

  • Created a scalable design system that reduced friction for future updates

  • Strengthened brand perception during sales conversations and client engagements

  • Enabled faster iteration and content expansion without redesigning from scratch

What I’d Do Next

Given additional time and resources, I would further test and optimize key conversion paths, explore performance-driven refinements, and continue iterating based on analytics and user behavior insights.

I wrote a blog on the benefits of a “web refresh” for clients with smaller budgets and less time. Read more here.