Rebuilding UpSpring’s own website meant balancing a complex internal design challenge with the need to clearly communicate the agency’s growing range of services. Working closely with leadership and cross-functional teams, I helped shape the site’s structure and direction through research, collaboration, and an interim launch on Squarespace while the long-term experience was designed and built.
The result is a flexible site that reflects UpSpring’s strategic thinking and creative range while acting as a living showcase for its full-service capabilities.
The new site won the Rebrand category of the 2024 C2A Awards.
Balancing a range of media for podcasts and blogs, were under utilized and developed on the site.
Internal capabilities were not well communicated on the site, leading to mismatched presentations and resources for business development.
Leadership initiatives and platform limitations were at odds and leading to design lapses and faltering site health.
Communicating UpSpring’s versatility required an experience that felt energetic without becoming distracting. The homepage hero utilizes multiple headlines to match the breadth of expertise, while scroll and hover animations throughout the site keep the users page interactions as dynamic as their bending engagement.
Templated pages with 20+ conditional sections ensure that updating thought leadership on the site balances ease of use and design consistency. Overall the upload of a new blog post has shifted from a 45min session of trial and error, to 20min with minimal guess work.
