Digital Marketing Website
UX/UI and product design for a digital marketing agency's website.
Check out the Figma file
Initial Strategy
I contributed to the agency’s rebrand and website redesign by leading brand and UX strategy work, including competitor research, a full site audit, and development of a high-level sitemap to guide wireframing.
The research revealed that our ideal customer had matured, requiring the brand to better reflect enterprise expectations. In response, we evolved the visual language with darker complementary colors and drew inspiration from brands with stronger enterprise positioning.
We also restructured the UX from a catalog-style site to a more strategic experience. New overview pages highlighted the value and relationships between services, while individual service pages were retained to preserve SEO performance. This approach allowed us to maintain existing rankings and traffic while guiding users through a more intentional, conversion-focused journey.
Visual Brand Development
The rebrand’s visual language was built around a blueprint-inspired motif. Because DRA’s core value is its holistic, systems-based approach to marketing, we introduced subtle grid structures and architectural references to evoke planning, structure, and strategic alignment.
To represent digital transformation and momentum, we layered in dot-wave patterns that suggest movement and evolving data systems.
We also developed an abstract shape system tied to DRA’s three core service areas: Brand, Demand Generation, and Revenue Operations. This modular visual system made it easy to generate custom imagery across the site while reinforcing service categories and introducing a more playful, distinctive tone to the brand.
Wireframing
As brand development concluded, we began wireframing modular page components based on the sitemap. Although the initial goal was to reskin the existing site to reduce the lift for copywriting and SEO, our research showed the current structure wasn’t effectively speaking to our target audience.
We pivoted to focus first on the site’s highest-impact pages to test the new user journey, including the homepage, key service pages, the Blueprint product page, methodology, about page, and primary conversion pages.
These wireframes established the core page structures and modules, enabling the copywriting team to begin developing content in parallel while we continued building out the visual system and media assets.
Mockup
During mockups, we refined layouts, visual hierarchy, and brand guidelines while finalizing interaction details such as hover states, navigation behavior, and animations. After approval, we prepared the Figma files for development by documenting interactions, organizing components, and exporting assets before conducting a formal handoff with the engineering team.
Development + Review
Leadership was involved throughout the process via weekly reviews, allowing feedback to be incorporated iteratively and ensuring a smooth final approval.