Case Study
Rebuilding a Brand Across Digital Experiences
My Role
Director of CX Design
Collage Group
Market Research & Consumer Insights
In collaboration with internal stakeholders and a third-party branding partner, I led the application of Collage Group’s updated brand across the website and supporting marketing collateral, owning the end-to-end execution of a complex, content-heavy web rebuild.
CHALLENGE
When a New Brand Meets a Complex Digital Ecosystem
Collage Group was in the midst of a brand update when I joined, with a third-party partner leading the initial visual direction. While the brand was defined, it needed to be finalized and applied consistently across a complex digital and marketing ecosystem.
The first major test of the new brand was a full rebuild of the company website. Beyond visual updates, the site needed usability improvements to surface hard-to-find content and better support marketing goals, all within technical constraints that required extensive manual content migration and coordination.
Legacy interface showing dense data presentation, limited hierarchy, and non-responsive layout.
Pre-redesign interface lacking responsive layout and a defined visual hierarchy.
Redesigned home page with a scalable layout, clear hierarchy, and improved discoverability.
Task-focused page design enabling deeper control without increasing cognitive load.
Monitoring views designed to surface critical changes at a glance.
Monitoring views designed to surface critical changes at a glance.
Detailed system configuration presented within a consistent interaction model.
Approach
Operationalizing Brand Through Execution and Systems
The website rebuild was approached as both a branding and delivery effort, translating a new visual identity into a usable, scalable digital system.
Early work focused on applying the updated brand across layouts, components, and user journeys while improving navigation and content discoverability. Execution then centered on coordinating design, content, and development to move a large, content-heavy site toward launch under tight timelines.
Brand Integration & UX Alignment
Finalized and applied the updated brand across layouts, components, and user journeys, ensuring consistency while improving navigation and content discoverability.
Website Rebuild & Content Migration
Led the WordPress rebuild, managing extensive manual content migration, refining layouts, defining new content blocks, and creating supporting graphics as needed.
Execution, QA & Coordination
Owned day-to-day execution across design, content, and development—tracking page status, artwork, bugs, and tasks; QA’ing builds; and submitting clear, approved requirements to the development team.
Results & Impact
A Cohesive Brand Brought to Life Across Platforms
On-Time Launch
Successfully rebuilt and launched the Collage Group website on schedule, coordinating design, content, and development across a large platform.
Improved Usability
Clarified navigation and user journeys to surface previously hard-to-find content and support stronger marketing outcomes.
Consistent Brand Application
Applied the updated brand across the website and supporting collateral, including presentations, white papers, and social graphics.
Scalable Foundation
Delivered flexible layouts and content blocks that support future updates while maintaining visual and functional consistency.
CASE STUDY
Turning Complex Research into Usable Insight
Designing data-driven visuals that make dense research usable and shareable across marketing campaigns.
CASE STUDY
Rebuilding a Brand Across Digital Experiences
Designing data-driven visuals that make dense research usable and shareable across marketing campaigns.