15Five website redesign
& platform migration
CREATIVE DIRECTION & PROJECT MANAGEMENT
Project Overview
15Five's website no longer reflected the company's evolving brand and AI-focused product strategy. The visual identity relied on hand-drawn illustration and legacy design patterns, while the platform we were using had become increasingly difficult to maintain and scale.
I led a 6-month brand redesign and website migration from Wordpress to Hubspot, developing a modern visual language and system that aligned with the company's evolving brand and product strategy, while creating a more scalable foundation for future growth. I was responsible not only for the entire creative direction of the project, but also for the management of the project—incorporating input and approval from executive stakeholders, plus managing hours and budgets and relationships with contractors.
My Role
I served as the creative and design lead for the project.
Responsibilities included:
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Brand refresh and visual direction
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Design system creation
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UX and page design
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Stakeholder alignment
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Executive presentations and approvals
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Agency collaboration and oversight
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Content migration planning, timeline
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Planning content
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Quality assurance and launch support
Challenge
Creative direction was a vital part of this project but the scope extended far beyond visual design. The team and I needed to:
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Migrate an extensive content library from WordPress to HubSpot
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Modernize the brand’s digital presence (swapping the whimsical hand-drawn illustrations for more grounded photography and product-focused imagery)
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Establish a new, scalable design system
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Align evolving product offerings and messaging
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Maintain stakeholder alignment across multiple departments (Product, Marketing, C-Suite)
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Coordinate implementation with an external development agency
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The challenge was balancing strategic brand evolution, technical constraints, business requirements, and user experience needs within a single initiative.
Outcome
The project successfully delivered a fully redesigned website and complete migration from WordPress to HubSpot, providing the company with a more modern digital presence and a scalable foundation for future growth. The project was delivered within our planned timeline, within budget, and even with additional content updates.
The work demonstrates my ability to lead large-scale, cross-functional initiatives that sit at the intersection of brand, product, technology, and business strategy.
Skills demonstrated
Creative Direction • Project Management • Content Strategy • Design Systems • Website Redesign • CMS Migration • Agency Management • Executive Stakeholder Management • Cross-Functional Leadership • UX/UI Design • Corporate Brand Design & Evolution • Time Management, and Budget Planning
