Brand redesign & UX overhaul

The Challenge

An established professional services firm had been operating with the same brand identity for over a decade. Their logo, color palette, and typography were inconsistent across print, web, and social media. The website itself was a collection of pages added piecemeal over the years - no visual hierarchy, no clear user paths, and a layout that broke on anything smaller than a laptop screen.

The firm was losing potential clients to newer competitors who looked more polished and trustworthy online. Internal feedback confirmed what the analytics showed: visitors couldn't find what they were looking for, and the brand didn't reflect the quality of work the firm actually delivered.

The Solution

We approached this as two connected projects - a brand identity refresh and a full website UX overhaul - running them in parallel so the new identity could be applied to the site in real time.

• Brand audit and positioning - Interviewed stakeholders, surveyed clients, and analyzed competitors to define a brand personality that balanced authority with approachability
• New visual identity - Redesigned logo, defined a primary and secondary color palette, selected typography pairings, and created usage guidelines for consistent application everywhere
• Design system in Figma - Built a component library with buttons, cards, form elements, icons, and layout patterns - all reusable and documented for future design work
• Information architecture overhaul - Restructured the sitemap based on user research, reducing the primary navigation from 9 items to 5 and creating clear pathways to conversion
• Mobile-first responsive design - Every page designed at 375px first, then scaled up. Touch targets, readable type, and logical content stacking on small screens

The Results

What Made the Difference

The design system was the force multiplier. Instead of treating the redesign as a one-time project, the Figma component library gave the client a toolkit they could use going forward. New landing pages, social assets, and marketing materials could all be created quickly while staying perfectly on-brand.

On the UX side, the biggest win was simplifying the navigation. The old site tried to surface everything at once, which overwhelmed visitors. By reducing choices and creating clear "happy paths" for the firm's three primary audiences, we made the site feel intuitive instead of cluttered. The mobile-first approach ensured that the experience was good everywhere, not just on the large monitors in the office.