portfolio
Black Propeller site redesign
I led a full website redesign for Black Propeller that modernized the brand, clarified its value, and built a more scalable digital experience across marketing pages, case studies, and landing pages.
context
Understand problem, people and goals
approach
Build a direction with purpose
design
Shape ideas into thoughtful visuals
refinement
Test, tweak and improve what works
takeaways
Learn, adapt and carry it forward
context
redesign for stronger position.
I partnered with Black Propeller’s CEO and Managing Director to redesign the agency website across core marketing pages, case studies, and landing pages. My role spanned creative direction, UX and visual design, stakeholder presentation, and building the final site in WordPress using Avada.
From the start, the opportunity felt bigger than a visual refresh. The previous site communicated the agency’s services, but it did not fully reflect the level of strategy, partnership, and modern performance thinking the team brought to clients. The redesign became a chance to sharpen how the brand showed up online and create a stronger foundation for growth.
approach
clarifying the story and system.
My focus was to make the site feel more confident, current, and useful without losing clarity. I wanted the experience to communicate that Black Propeller was not just a PPC vendor, but a more strategic performance partner.
That meant rethinking both the messaging structure and the page system. On the homepage, the goal was to improve hierarchy, pacing, and credibility so users could understand the value faster. On supporting pages like case studies, I wanted to make the content easier to scan, easier to trust, and more reflective of the quality of work being delivered.
Because I was involved from concept through build, I was able to think about the redesign not only as a set of mockups, but as a practical system that could be rolled out across the site in WordPress.
design
building a more modern experience.
The redesign introduced a more cohesive visual system, stronger section-based storytelling, and a cleaner balance between brand personality and business clarity. Compared to the earlier version, the updated homepage feels more structured, more editorial, and more deliberate in how it introduces services, industry focus, proof, and next steps.
I also redesigned the case study experience to better support how results are actually consumed. The earlier layout leaned heavily on long blocks of text and a more traditional structure. The new version creates more contrast between sections, improves readability, and gives more space to proof points, imagery, and narrative flow. That made the work feel more polished and easier to engage with.
Across the site, I focused on building pages that felt consistent but not repetitive, with enough flexibility to support different kinds of content while still feeling like one brand system.
refinement
scaling the site across pages.
One of the most valuable parts of this project was being able to carry the work all the way through implementation. I was not just handing off designs. I was building them in WordPress, which meant I had to think carefully about how the system would actually function across many pages and use cases.
That included translating the creative direction into repeatable layouts, making decisions within the constraints of Avada, and ensuring the final site preserved the intent of the design while remaining manageable for the business. Redesigning the homepage was important, but the real strength of the project came from extending that thinking across case studies and landing pages so the entire site felt more unified.
takeaways
what I'm carrying forward.
This project reinforced how much design can shape perception before a user reads a single line in depth. A website does not just communicate information. It signals how current, thoughtful, and credible a company feels.
It also reminded me how valuable it is to work across both design and build. Being responsible for the creative direction and the implementation forced me to think more systemically, make smarter decisions earlier, and design with real-world flexibility in mind.
More than anything, this was a good example of the kind of work I enjoy most: taking something with strong underlying value and helping it show up more clearly, confidently, and cohesively.
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