Rebuilding UpSpring’s own website was both a privilege and a complex internal design challenge. As a client-facing agency, the site needed to clearly communicate UpSpring’s breadth of services while remaining flexible enough to evolve alongside the business. The work unfolded in parallel, transitioning from an interim rebrand on Squarespace 7.1 while designing and building the long-term site.
I partnered closely with company leadership, the design director, and account coordination to align on goals, priorities, and constraints. Acting as both collaborator and advocate, I helped translate research, timing realities, and platform capabilities into shared decisions, ensuring the team stayed focused on what would deliver the most value. Early research into peer agencies and service-based brands revealed a common reliance on static messaging and siloed service pages, which informed a more dynamic and interconnected approach.
The resulting experience balances clarity and polish with adaptability, giving UpSpring a site that reflects the agency’s strategic thinking and creative range. It now serves as a living showcase of the firm’s full-service offerings and future potential, and the project earned Bronze at the SIA Summit Creative Awards.
Communicating UpSpring’s versatility required an experience that felt energetic without becoming distracting. From the outset, the homepage hero was envisioned as a high-impact moment that could quickly convey the agency’s multi-disciplinary approach.
Working closely with the design and marketing teams, I helped ensure the hero animation, copy, and supporting interactions reinforced one another. Layered animations encourage exploration, while restrained hover states and scrolling marquees maintain momentum and guide users through content and calls to action without interrupting flow.
Communicating UpSpring’s versatility required an experience that felt energetic without becoming distracting. From the outset, the homepage hero was envisioned as a high-impact moment that could quickly convey the agency’s multi-disciplinary approach.
Working closely with the design and marketing teams, I helped ensure the hero animation, copy, and supporting interactions reinforced one another. Layered animations encourage exploration, while restrained hover states and scrolling marquees maintain momentum and guide users through content and calls to action without interrupting flow.
UpSpring’s content spans podcasts, blog posts, and in-depth case studies, each with distinct goals and audiences. To support this range, I focused on creating a flexible content framework rather than rigid templates.
The system allows individual pages to adapt based on content needs, while maintaining consistent structure and hierarchy across the site. This approach gives internal teams the freedom to tailor storytelling, visuals, and emphasis for each piece without breaking cohesion. By prioritizing adaptability at the system level, the site can continue to support new formats and evolving content strategies over time.
