A forward-thinking architecture firm working with UpSpring for PR reached a point where their website no longer reflected the strength or sophistication of their work. They were not looking for a surface-level refresh, but for a clearer way to communicate how their team thinks, collaborates, and evolves, which led to a strategic shift to Webflow.
I partnered with UpSpring PR team and the client to define the role the site needed to play for both current and future audiences. This included reviewing the firm’s business structure, growth goals, and content gaps, alongside competitive and industry research to understand expectations and opportunities for differentiation. Sharing real-world references with the team helped ground conversations and sparked productive discussions around hierarchy, clarity, and how to present complex information without overwhelming users.
From there, I led the development of the site’s architecture and early page layouts, using iterative reviews to test structure, content flow, and page relationships. Presenting work regularly to both internal stakeholders and the client allowed feedback to carry across sections, reduced rework, and helped establish shared preferences early in the process. As direction solidified, I independently refined page designs and interactions, balancing usability, visual impact, and platform constraints through ongoing research and iteration.
The result was a site the client felt confident launching as a true extension of their portfolio. The project went on to win Gold at the SIA Summit Creative Awards and helped establish Webflow as an ongoing platform offering at UpSpring.
The client’s Workplace Strategy practice is a key differentiator, but its depth risked being lost in dense content. To make the story more approachable, I focused on how the information could unfold over time rather than how much could fit on the page.
I storyboarded the content as a rough animation sequence to explore pacing, emphasis, and narrative flow, then reviewed the approach with the team to validate clarity and intent. This allowed us to align on the experience early and refine the structure before moving into detailed design.
I then collaborated with the firm’s designer to translate the concept into a scroll-based animation that responds directly to user input. Supporting microinteractions, such as floating section headers and subtle dividers, help guide attention and maintain momentum as users move through the content at their own pace.
The client’s Workplace Strategy practice is a key differentiator, but its depth risked being lost in dense content. To make the story more approachable, I focused on how the information could unfold over time rather than how much could fit on the page.
I storyboarded the content as a rough animation sequence to explore pacing, emphasis, and narrative flow, then reviewed the approach with the team to validate clarity and intent. This allowed us to align on the experience early and refine the structure before moving into detailed design.
I then collaborated with the firm’s designer to translate the concept into a scroll-based animation that responds directly to user input. Supporting microinteractions, such as floating section headers and subtle dividers, help guide attention and maintain momentum as users move through the content at their own pace.
Because no two projects are the same, the site needed a system that could adapt without losing cohesion. I designed a modular framework that supports per-project flexibility within a unified visual language.
This approach ensures consistency across the site while making it easier for the client’s internal team to maintain and evolve pages over time. By focusing on the system as a whole, the design continues to support both user needs and business goals well beyond launch.
