The ‘before’ was a light internal refresh, and I wish we had screenshots of the original dated site. Our goal was a total redesign with a catch: retain existing clients while attracting new ones. They didn’t feel their internal refresh pushed far enough, so we jumped in to rebrand this heritage line.

I am very happy with the redesign. I continue to optimize the site by shifting section hierarchy, revising menus, updating copy, creating value propositions, and refreshing imagery.