The Project
Aliza* needed a new website that positioned them as a category leader—quickly—for an upcoming trade show. They approached our agency for a brand refresh that moved away from their existing style, aiming for a more mature look and feel. More importantly, they wanted to connect with a different audience than they had targeted in the past.
Their current site was built in Webflow, a CMS our team was unfamiliar with. I took the lead in learning the platform and rapidly prototyped all the pages to ensure we stayed on track with our tight timeline. In the end, we not only met expectations but exceeded them—delivering the website ahead of schedule.
*The company name has been changed
The Process
The first part of this project, myself and another team member were tasked with re-designing the home page so that we would have a few options for the Aliza team to select from. The Aliza team had expressed that the existing site felt childish and, being a developer-serving company, they felt style did not resonate.
We identified the elements they felt were childish, with the colors and illustration style being their primary concerns. With this in mind, I took a step back and analyzed their logo, using it as the foundation for my design approach. Since they felt the colors contributed to the issue, I opted for a monochromatic color palette.
To create visual consistency, I incorporated shapes derived from the Aliza logo, using them as accents throughout the page—and ultimately across the entire website. These shapes were designed to be easily adaptable to other applications, reinforcing a cohesive look and feel similar to a competitor they referenced. Additionally, I ensured these elements served a functional purpose, guiding the viewer’s eye down the page.
My design, along with a variation from another team member, was presented to the Aliza team. They chose my design and requested edits. Below are the first and second variations. Once approved, we moved into rapid prototyping in Webflow for the remaining pages.
The Aliza team was very pleased with my work and praised us on the design when they saw round 2 with the design changes implemented.
“W-O-W! I’m speechless, I love it. Amazing job Creative team!”
The Final Product
After the home page design was approved, I built it in Webflow and used its elements to create the remaining pages. The site included a total of seven pages, two of which were legal pages.
Additionally Landing Pages and other assets were created for campaigns surrounding Aliza’s upcoming tradeshow. All of which follow their new brand style.
During the build I ensured that editors could update content without affecting the layout. Though intended as a temporary site, it remains Aliza’s website and still functions as it did at launch, I’d call that a #win.
At the end of this project, I developed a new found love for a CMS other than WordPress – shocking I know. Webflow is officially another choice of mine for building websites after this project.