Website Redesign: Information Architecture, UX & Brand
Creative & Project Lead
Global Bronze
Global Bronze had a website that didn't reflect the business. Navigation was disorganized, pages were inconsistent, and the external agency they'd hired had already proposed design directions without a structural plan in place. I came in mid-project, paused the design work, and rebuilt from strategy, mapping the full site architecture, writing all copy, and directing the agency through to launch.
Before
The old site had two separate navigation systems, one for products and one for ordering, with no logical connection between them. Pages had no consistent structure and the backend was so heavily customized it was nearly impossible to update. The design was visibly dated and the site wasn't mobile friendly, a problem for a business that relies on trade shows to meet new clients. The sales team had nothing they could confidently send to a new lead.
Structure First
The agency had already presented two design directions. I paused the process. Before approving anything visual, I mapped the full site structure, every page, every nav item, making sure the architecture reflected how customers and the sales team actually think about the business. Design came after.
IA Sitemap
Consistent Page System
Every product page follows the same structure. This made the site maintainable, new products can be added without rebuilding pages from scratch.